Retailers are halting pre-orders of the new PlayStation 4, prompting fears of a shortage at Christmas.
A high level of interest in the £349 console is leading to shops warning customers that new orders will not guarantee a machine at launch.
Asda and Amazon are warning they cannot promise availability on the release date, while Tesco is not listing the device.
Amazon states: "Due to high demand, orders placed for this PlayStation 4 console from August 6 may be received after release date. We will ship orders as soon as we receive sufficient inventory."
Stores say they also expect Microsoft to follow suit by stopping pre-orders of its £429 Xbox One in the coming days or weeks.