Amazon says shoppers across the globe are flocking to Prime Day at record levels, even as third party watchers earlier this morning saw sales in line with last year’s Prime Day.

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So far Prime Day,’s self-proclaimed retail holiday, has encouraged shopping “at record levels” across the planet, or so says the tech and retail giant.

But third-party observers reported some initial sluggishness, at least in the U.S., as some customers had trouble adding items into their cart.

In its initial update early Tuesday afternoon, Amazon said the Fire Stick is the item that so far had sold the most in the U.S. The company also released a litany of mind-boggling numbers showcasing the scale of the discount operation.

By 8 a.m. Pacific time, .U.S. shoppers had ordered more than 22,000 TVs; in the first 10 hours of the sale, worldwide Prime members had purchased 26,000 watches and 11,000 copies of the game “Exploding Kittens,” for example.

Amazon also said that by 8 a.m. mobile orders on this year’s Prime Day had surpassed those made on last year’s event.

Amazon said in an afternoon update that the number of items sold by small businesses and third-party merchants on Prime Day had jumped by 30 percent from last year— and that Prime mebers shopping with Alexa had bought enough toilet paper to reach the International Space Station. Tuesday was also the “best day ever” for Prime in Japan, Amazon said.

ChannelAdvisor, an e-commerce consultancy that advises third-party merchants selling on the Amazon platform, said that as of 9 a.m. Pacific Time sales in the Prime Day event in the U.S. were about the same as those seen last year.

In the U.K., eight hours ahead of Seattle, Prime Day sales were 11 percent above last year’s blowout sale. Given that a lot of deals take place in the afternoon, the U.K. number could be an indication of where the day will end up, according to ChannelAdvisor co-chairman Scot Wingo.

That said, Wingo remarked on reports that Amazon was having issues with its add-to- cart feature. (Last year the company ran into other sorts of problems, such as running out of inventory quickly on some deals, prompting a Twitter storm of criticism by frustrated shoppers.)

An Amazon spokeswoman said that a problem with adding certain “lighting deals” to an Amazon shopping cart had been resolved early this morning.