Taylor Swift is on course to secure her third UK number one album.
The US singer’s sixth studio offering – entitled Reputation – is leading the field at the midweek stage, said the Official Charts Company.
The album could exceed 100,000 combined sales this week, as it is currently at just over 65,000 three days after it went on sale.
If Swift reaches the top spot, it will give her a hat-trick of number one albums, following chart-toppers Red (2012) and 1989 (2014).
The star, 27, is outselling her nearest rival Sam Smith by more than double.
Smith’s album, The Thrill Of It All, was at the summit last week – but has now dropped to two.
British rock band Shed Seven could claim their highest charting album yet as their fifth studio offering, Instant Pleasures, is at number three.
Rounding out the top five on the Official Albums Chart are Michael Ball and Alfie Boe’s Together Again at four, and Roy Orbison’s A Love So Beautiful at five.
Elsewhere, Sir Cliff Richard is set to claim his 63rd Top 40 album with retrospective Stronger Thru The Years – currently at 13.
Actor Shane Richie is also on course for the Top 40 with his album A Country Soul at number 29.
In the singles chart, Camila Cabello’s Havana featuring Young Thug could face some serious competition from acts who shared the stage with her at the MTV Europe Music Awards (EMAs) at the weekend.
The former Fifth Harmony star, who picked up the Best Pop award, is eyeing a third week at the top.
However, EMAs host Rita Ora’s Anywhere is close behind – just over 2,000 combined chart sales – at number two.
Rockstar by Post Malone featuring 21 Savage is at three, while rapper Eminem’s new single Walk On Water featuring Beyonce – which the rapper performed as he opened the EMAs – is at four.
Sam Smith’s Too Good At Goodbyes completes the top five.