During the first hour of the giant shopping event, known as Singles' Day or 11.11, referring to the date November 11, the top three brands sold were Xiaomi, Apple and Dyson, while the top categories were audio equipment, mobile phones and diapers.
While not an exact comparison, Amazon's total sales are estimated to have topped $4.2 billion over the company's 36-hour Prime Day event in July, according to Wedbush Securities Inc. analyst Michael Pachter.
The Chinese company hit a record $1bn in sales in 85 seconds, and then just shy of $10bn in the first hour of the 24-hour spree.
Below we have answered all your queries related to the Alibaba's Singles' Day sale.
Indeed, Alibaba slashed the price of its Tmall Genie speaker from RMB499 ($74) to RMB99 ($15) during Singles' Day 2017 to drive sales.
Less than 10 minutes in, Alibaba's massive 24-hour online shopping extravaganza had generated more than $US4.68 billion in sales.
Other companies have since followed suit and, in 2015, Singles Day surpassed Black Friday and Cyber Monday combined, two of the largest shopping days in the United States.
Singles' Day is held on November 11.
Earlier this month it revised down its full-year sales outlook by 4-6 percent, sending further chills through the company's stock price, which has dropped roughly 16 percent this year after nearly doubling in 2017.
To compensate, the company will take in less income from its platforms in the near term in order to retain brands and new buyers, it said.
Total online sales on Black Friday reached $US5 billion in 2017, according to Adobe Analytics data.
What is Alibaba's Singles' Day sale? .
Alibaba kicked off this year's sales with a gala event that featured US singer Mariah Carey, a Japanese Beyonce impersonator and a shoe-shopping-themed Cirque du Soleil performance.
Ren Xiaotong, a 27-year-old accountant in Beijing, said she suspected online stores jacked up their prices in the lead-up to Singles Day so they could declare that items were discounted.
The Jack Ma-led e-tailer registered sales worth 69 billion yuan, or $9.92 billion, within one hour of the November sale event.
"Having said that, there are more consumers who still enjoy shopping at double 11 than those that don't", he said.