Amazon UK has predicted the Sony console will become the fastest-selling in the retailer's history, eclipsing the previous record, ironically set by the Xbox One a week ago.
Meanwhile Tesco said demand for the PS4 was the highest it had ever seen for any product online and also dealt with 12-hour queues in stores.
A third retailer, specialist store Game, said the PS4 demand was a massive four times higher than its predecessor, the PS3
All of those signs point towards an early lead for the Sony PS4 in the UK, but most observers would argue that it's far too early to judge.
On the contrary, the company that owns PC World and Currys said that the Xbox One had 'nudged into the lead' in terms of pre-orders.
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