PlayStation Vita has been reduced to £169.99 as part of Play.com's Summer Clearance promotion, the lowest price the unit has ever been sold for by a mainstream retailer.
Both the Wi-Fi version and Wi-Fi/3G versions of the unit have seen significant reductions in the promotion.
The Wi-Fi unit is being sold by Play for £169.99, offering a £60 saving on the £229 RRP.
Meanwhile, the 3G version, which usually retails for £279.99, has been reduced to £219.99.
The new price undercuts Nintendo's upcoming 3DS XL by a fiver. Play currently has the 3DS XL available to pre-order at £174.99.
PlayStation Vita has struggled to capture an audience since it launched in February, with sales reported to have stalled across the globe.
In May, Sony announced a temporary price promotion in France offering a €50 rebate to new buyers.