UPDATE 11.55am: PlayStation VR pre-orders are back on at Amazon UK - but the retailer can no longer guarantee delivery on launch day.
As reported below, Amazon UK shifted its entire launch allocation in around seven minutes. There's now guarantee you'll get a PlayStation VR anytime soon after the device is released launch, although you can still put your order in now and get in the queue.
"Based on our initial allocation we cannot guarantee release day delivery if you ordered after 11:45 GMT, Wednesday 16 March, 2016," a statement on Amazon UK's PlayStation VR project page reads. "You will be notified via email of the expected delivery date closer to the time. We will be fulfilling customer orders in the order in which they were placed."
UPDATE 11.10am: Amazon UK has sold out of its PlayStation VR launch allocation in less than 10 minutes.
The retailer had limited purchases to just one per customer.
Still, there's always GAME.
ORIGINAL STORY 11.10am: You can now pre-order a PlayStation VR in-store at GAME - but only if you hand over a £100 deposit.
Eurogamer spoke to GAME shop staff who explained the deposit was necessary due to limited amount of stock.
There's no upfront charge for ordering the £349 headset via GAME's website - just for ordering one in the chain's bricks and mortar shops.
GAME's site is also offering a bundle option which includes a PlayStation Camera - which you'll need if you don't have one already. This option is £40 more expensive, at £389.
Elsewhere online, pre-orders are also up at ShopTo, which also has a Camera bundle option.
Amazon is now taking pre-orders, limited to one per customer. Here's Amazon's note: