Amazon's Prime Day has whipped up more of a frenzy than last year's Black Friday, according to the company's vice president.
Read more: Amazon Prime Day is not the new Black Friday
As part of its 20-year celebrations it launched a global day of sales exclusively for Prime members which it said would offer "more deals than Black Friday".
In terms of rate of sales, it's already ahead.
With hours still remaining for Americans to continue to take advantage of the scheme, vice president Greg Greeley waxed lyrical on its success so far:
Prime Day peak order rates have already surpassed 2014 Black Friday. Prime members have already bought tens of thousands of Fire TV sticks, 35,000 Lord of the Rings Blu-Ray sets, 28,000 Rubbermaid sets and 4,000 Echo devices in 15 minutes. The Kate Spade purse was gone in less than a minute. We also sold 1,200 of the $999 TVs in less than 10 minutes. And there are thousands more deals coming.
Amazon Prime is a membership scheme offering cheaper rates on shipping. As part of its drive more memberships, Amazon is offering customers who sign up on Prime Day a £20 discount on the usual £59 fee.
Not everyone was buying, however. Amazon's share price closed down 0.94 per cent on Wednesday.