Taylor Swift’s Reputation is off to a red-hot start. The album sold around 700,000 copies in the U.S. on its first day of release, according to initial sales reports to Nielsen Music.

The set was released at 12 a.m. ET on Nov. 10, through Big Machine Records. Its first day sales figure could grow larger, after all of Nielsen’s retail reporters have submitted their sales for the day.

If the album keeps up that sizzling sales pace, it could sell over 1 million copies in the tracking week ending Nov. 16. Further, according to industry sources, it is on track to earn Swift her largest sales week yet. Its debut week could surpass the debut frame of her last album, 2014’s 1989, which bowed with 1.29 million copies sold in its first week, according to Nielsen Music.

If Reputation starts with over 1 million sold, it will secure Swift her fourth album with a million-selling week. She’s already the only act to have three different albums sell a million copies in a week, since Nielsen Music began tracking data in 1991. Her last three studio albums all launched with more than 1 million sold in their first weeks: 1989 (1.29 million), Red (2012, 1.21 million) and Speak Now (2010, 1.05 million).

Further, Reputation could become 2017’s biggest selling album after only one week on sale. Through the week ending Nov. 2, Ed Sheeran’s ÷ (Divide) is the year’s top seller, with 909,000 copies sold. (Sheeran is also featured on Reputation, as a guest artist on the song “End Game.”)

Reputation is primed to debut at No. 1 on the Billboard 200 albums chart dated Dec. 2. If it arrives at No. 1, it will mark Swift’s fifth leader, following 1989, Red, Speak Now and Fearless (2008).