Samsung’s Gear VR virtual reality headset has hit shelves in the U.S. today, signaling the start of a new era of consumer VR.

International pre-orders are also being rolled out, although if you live in the states you can demo and purchase the Oculus powered headset right now at select Best Buy and AT&T stores.

The retail version of the Gear VR, which works in tandem with a Samsung Galaxy smartphone, is lighter than the previously released Innovator Edition, which was aimed squarely at developers. 

The device is being pushed as a low-cost VR solution, and will provide a cheaper alternative for those reluctant to shell out for a Oculus Rift or PlayStation VR headset - rumored to cost roughly $350 - when those devices arrive early next year. 

Samsung has also launched Oculus Concepts, a new part of the Oculus Store where developers can distribute experimental apps and games, and give members of the public early access to their content.