Five days after arriving on AT&T, Motorola announced today that its new Moto X flagship smartphone is now available to purchase directly through its Moto Maker website. Previously customers were forced to purchase the device through AT&T and enter a code on the Moto Maker site to start the customization process. Starting today, Motorola will allow AT&T customers to purchase the device directly through the Moto Maker site for $199 (16GB) or $299 (32GB) on contract, and it’s also making the device available without a contract for $579 (16GB) or $629 (32GB). While Motorola originally planned to ship devices ordered through Moto Maker in 4 days, the site is currently quoting a shipping time of 8 days.

The Moto Maker tool is the standout feature of the Moto X, allowing users to choose from over 2000 customization options for back, front and accent colors, unique wallpapers, and engraving. Unfortunately, we found out earlier this month that engraving won’t be available initially due to some manufacturing issues.

Verizon announced that Moto X would arrive in black and white on August 29, but the Moto Maker customization tool remains and exclusive to AT&T. Other major US carriers are expected to start carrying the Moto X by early September. 

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