It's the first time we've seen the price drop under £100, and it represents amazing value for money.
Given that we gave the player a resounding five stars last month when we tested it at £170, the price has dropped remarkably quickly.
"Sony's first machine for 2010 shows no sign of weakness – the 'S370 is an exceptionally gifted entry-level player," we said.
It went on to win our June Supertest, beating rivals from Panasonic, Philips and Samsung. What's more, it includes SACD playback, iPhone/iPod Touch control (via a free app) and streaming from BBC iPlayer. If you're looking for a budget Blu-ray player upgrade, you'll be hard pushed to do better.
More after the break
And if you'd like something to play on it, Play.com is also offering the Limited Edition Steelbook Blu-ray of Gladiator for just £9.99.