It isn't as obvious on the UK site.
When I clicked on the department (because I hadn't come to it that way before but only through search), it landed me straight onto a product page headed " Kindle, 6" Glare-Free Touchscreen Display, Wi-Fi (Black) - Includes Special Offers". The button has "Configure and add to basket" instead of just "Add to basket" (which I didn't even glance at). If you scroll right down, or click to jump to, the comparison table showing Kindle, Paperwhite and Voyage, the prices are shown "From £..." - those are the only clues.
Anyway, I did bid in the last 30 seconds but I didn't win.

And yes, it was eBay and I was trying to avoid too many people leaping in on that auction.
Before spending the real, Amazon amount, I'm going to wait for my trusy ol' Keyboard to die completely instead of only 50% as it has done so far.