Sony Interactive Entertainment has started selling its console hardware and first-party games direct to consumers.
The new online store is only available to PlayStation's US customers at present, but it allows PS4 consoles, accessories and games to be purchased directly from the website.
It is also possible to buy PlayStation VR headsets, accessories and games, and voucher codes for PS Plus subscriptions.
"This site not only provides our fans in the US with the option to purchase these items directly from PlayStation, but is also intended to help gift givers easily find the right product for their friends or family," SIE's Stephen Turvey in a statement.
"Fans will find that prices on the new store align with those found at other retailers."