Online retailer Play.com has cut the price of the Premium 20GB Xbox 360 to £169.99, £30 less than the console’s RRP and £10 cheaper than rival online store Amazon.

Ahead of last week’s E3 Media and Business Summit Microsoft announced it had cut the North American price of the 20GB Xbox 360 by $50 to $299 "while supplies last", and plans to introduce a new 60GB unit in August.

No similar plans have been announced for Europe, where Microsoft last reduced the price of the Xbox 360 family of consoles in March.

Edge-Online has contacted Microsoft and Play.com for comment on this report.

[UPDATE] Microsoft has since been in touch to tell us that Play.com's Xbox 360 price cut is "merely a deal they’re running of their own accord".