Adele's new album is on course to be one of the UK's best-selling albums in one week after it reached 300,000 sales by midnight on its first day.
25 was released on Thursday and is set to challenge Take That's Progress and Oasis' Be Here Now for a place in the Official Chart history books for the record number of sales within seven days of release.
518,601 copies of Progress were sold in its debut week in November 2010 - with 217,500 on the first day - while Be Here Now sold 424,000 copies on its launch day before reaching 695,761 at the end of its first chart week in August 1997.
The first of the singles on 25 to be released was Hello, which was the UK's number one for three weeks.
Official Charts Company chief executive Martin Talbot said: "Adele truly is a once in a generation artist. Her appeal spans age groups and genres, from children to teenagers, right through to mums and dads, uncles and aunties.
"With this mammoth first day sales tally, Adele has taken a further step towards greatness. Over the next few days we will find out whether it can pass the magic half a million sales mark."
25 is Adele's third album. Her first, 19, sold 73,000 copies in the first week and her second, 21, sold 208,000.