The Carphone Warehouse and Best Buy UK are both offering potential punters a free Kindle e-Reader.
The popular digital book substitute, which retails for around £110 in its basic Wi-Fi-only form, can be had with mobile contracts costing as little as £15 per month, although anyone wanting the additional 3G functionality can cough up another £15 quid for the top-of-the-range version - which is a good bet as the same device normally costs £41 more.
Both retailers will also be selling the critically-acclaimed gadget, which is currently in its third generation, at the same price as Amazon.co.uk to non-subscribers.
"We are pleased to be working with The Carphone Warehouse and Best Buy to offer the Kindle devices in store," said Amazon's King of the Kindle for Europe, Gordon Willoughby.
"The reach and appeal of both these first in class retailers combined with the excellent level of personalised service provided by its people gives customers a great new place to discover Kindle and Kindle 3G."
Amazon's Kindle has access to over 850,000 books, many of them free out-of-copyright classics, which can also be read on a PC, Mac, iOS device or Android handset.
Smart software syncs your reading habits between each device so you can switch platforms and continue reading where you finished.
Of course, we don't need to tell you that nothing is truly free in this life and you'll certainly get a better deal for your 15 quid a month if you decide you don't need a Kindle cluttering up your gadget drawer.