The console sans Kinect now costs £329.99 over on the Microsoft Store, and the new price is already being honoured by third party retailers including Amazon, which is actually offering a white console and a copy of Sunset Overdrive.
The £20 price cut means the Xbox One is now cheaper than the PS4 in the UK, which currently costs £349.99.
A spokesperson for Microsoft told TechRadar: "We are always looking at ways to offer the best value for our customers. This is a UK only retail promotion which coincides with our upcoming releases including Forza Horizon 2, Sunset Overdrive and Halo: The Master Chief Collection."
- Time to jump onboard? Check out our Xbox One review