Microsoft originally listed the Lumia 950 at £499.99 in the UK, but it slashed £50 off before the high-end Windows 10 Mobile device even went on sale. Since then, though, other retailers have continued to chip away at the handset's price, and after it reached a new low of £399.99 last week, it's now available for even less.
Amazon.co.uk is now offering the Lumia 950 in black for £389.99 - that's £110 (or 22%) lower than the price that Microsoft originally announced for the device in the UK just three months ago.
The Lumia 950 is the smaller of Microsoft's new Windows 10 Mobile flagships. Its larger sibling, the Lumia 950 XL is currently available from Amazon for £449.99.