Seems you can't buy the phone outright in the UK and have to buy it through network providers. Would have been good to see an unlocked version purchasable direct from Motorola.
http://www.expansys.com/motorola-moto-e-black-261546/
http://www.expansys.com/motorola-moto-g-4g-8gb-black-261577/
Phones4U have it listed at £89.95 SIM-free.
http://www.phones4u.co.uk/Black/p/MOTEBLCK?packageType=FTC&t...
(scroll down to "Other ways to buy")
"Special Shipping Information: Due to federal and international regulations, this product can only be shipped within the 50 states."
Strange message. I don't believe them anyway, it's more likely Motorola restrictions.
http://www.amazon.com/gp/help/customer/display.html?nodeId=4...