Yes and it is NORMAL! as we get closer to the big day, there is a lot of extra blood flow to the area and it is just preparing itself in a way for the birth. With my first baby, it didn't really change that much until two days before his birth - DH commented that by looking at it, he would be surprised if I didnt' have the baby within the next two days and he was right. Dh has pulled many calves and lambs on the farm and he said you can always tell when a cow is about to birth as her vulva starts protruding and looking really puffy (I hate having to use that analogy but it really is true).

With my subsequent pg's it has happened a lot earlier, but still gets super puffy right before labour starts.

If you are worried about it being sore, it wouldn't hurt to talk to your care provider about it JIC it isn't innocent kwim? but I am sure that's all it is.