Hundreds of people across the country have queued from as early as 7am today as the Google G1 phone - the internet search giant's first mobile handset - hit the shops.
The G1 is the search giant's first foray into the world of mobile phones, and will attempt to rival the iPhone.
A spokeswoman for T-Mobile, which is offering the phone, said that the first queues formed at 5am outside the T-Mobile shop on Oxford Street, London.
More than 25,000 people had already registered their interest since the phone was unveiled in New York last month, she added.
The G1 comes free with a £40-a-month contract and boasts a number of high-end features including global satellite positioning, wireless internet access and built-in support for a number of Google applications.
It represents a risky departure for Google as it attempts to move into the lucrative mobile phone market and take on rivals such as Nokia, BlackBerry and Microsoft. But the G1's major competition looks set to be Apple's iPhone.
Despite the excitement over the launch, reaction to the G1 so far has been mixed. In the US retailers are already starting to slash the G1's price to boost sales.