YI Technology is going after GoPro for the action cam market in a big way with the YI 4K. This follow-up to last year's HD camera competes with the GoPro HERO4 by coming with an LCD screen, offering twice the battery life, and costing half the price. Yeah, you're looking at getting two hours of continuous 4K recording for $249.99.The YI 4K has been out in China since May, with international versions available at a couple of places. Now the camera is available for pre-order in the US directly from Amazon.Technically Americans could pre-order the camera at other sites before now, but those lacked a US warranty. Amazon comes with the same price tag, but you get a warranty and a faster ship date. Units are scheduled to go out on July 12th. The device apparently isn't eligible for Prime, but shipping is still free.

There are three colors to pick from, all at the same price: Night Black, Pearl White, and Rose Gold colors. Hit up the press release below for more details.

PRESS RELEASE