Engadget has uncovered a screenshot of retailer Carphone Warehouse's internal database with the handset listed at £479.95 for a SIM-free, 16GB model.
The price point ranks the BlackBerry Z10 as more expensive than the Samsung Galaxy S3, but undercutting the iPhone 5 by around £30.
Research in Motion's BlackBerry Z10 is a high-end flagship smartphone with a touchscreen and a Siri-rivalling voice assistant on board.
The BlackBerry Z10 is one of two BlackBerry 10 handsets likely to be unveiled by the manufacturer this week, the other being the QWERTY keyboard-touting BlackBerry X10.
RIM will formally unveil its BlackBerry 10 operating system and the first wave of devices running it on January 30.
Watch a preview of Blackberry 10 below:
