There goes Amazon displaying Battlefield 4 by Electronic Arts. You can buy it for £44.99 on Xbox 360 and Playstation. For PC the price is displayed as £39.99. Buy Now?
So you can now pre-order it right away. Do you wanna miss it?
and not to mention the Promotion offered by Amazon:
“Pre-order Price Guarantee: order now and if the Amazon.co.uk price decreases between the time you place your order and the release date, you’ll be charged the lowest price. Here’s how (terms and conditions apply).”