Ouya will launch in North America this June, while European release details have yet to be confirmed.
Consumers can now pre-order the Android-based microconsole with one controller from a number of major retailers for $99.
The system will be stocked by the likes of Amazon, GameStop and Best Buy. Target is also selling Ouya and has it listed for release on June 4.
Standalone Ouya controllers will cost $49.99. Ouya CEO Julie Uhrman told the Wall Street Journal: "It's a premium price for a controller, but the inclusion of the touchpad really makes it a premium in the marketplace."
The Ouya controller's design was recently given an overhaul based on feedback received from developers. Changes included a move from a 'disc' to a 'cross' D-pad design, better grip material on the thumbsticks, a more responsive touch pad and a better battery bay.
Ouya raised more than $8.5 million from a Kickstarter campaign and backers will receive their units in March.
Uhrman said: "The number of orders have grown each month. We haven't disclosed any numbers. I think it's fair to say to get established players in the retail space excited about pre-selling Ouya speaks to the excitement in the marketplace. We've had 68,000 backers, we have more than that in pre-orders today."
The console's open platform design will give indie developers access to the living room gaming market with only one condition: at least some gameplay has to be free, even if it's just a demo.
Uhrman said of the system's software line-up: "We haven't made any significant announcements for our line-up for our launch in June or our unveiling [in March]. We have about half a dozen to a dozen community sites with lists of as long as 200 titles coming to Ouya. We feel we'll have a large suite of titles and titles from developers that are exclusive to Ouya.
"You can expect games from every genre, from publishers you know, triple-A publishers. We already announced that Final Fantasy 3 is coming to Ouya from Square Enix. We are definitely working on exclusive content, Final Fantasy 3 has a lot of exclusive features - it's the only version that's made it to the TV. It's a unique version that will be available only on Ouya."
Namco Bandai has also said it's in "active discussions" with Ouya "to bring some of the world's biggest gaming properties to the exciting new open gaming platform".