I ordered my 13" on Tuesday (July 17) and about an hour ago I got the shipping notification. Estimated date: July 30. In the past, when I've had new iPhones, for example, they've typically arrived in ~3 days so I'm hoping the MacBook might be a little quicker than 10.
Update on the above:
I have a DHL Express tracking code now and it's showing as being in the Netherlands. The Apple order page still says July 30 but if it is indeed in Netherlands I find it hard to believe that it'll take another 9 days to get to Berlin. We'll see, I guess.