March madness means merch madness: Fans spent $122M on Amazon gear ahead of NCAA Tournament

Turns out the NCAA Tournament isn’t a slam dunk only for basketball teams — it’s big business for Amazon sellers too.

According to our research, March Madness-inspired merchandise brought in over $122 million in Amazon sales between February 17 and March 19. That’s tens of millions of dollars flowing through team t-shirts, hoodies, hats, and stickers — all before the first tournament even began.

And leading the charge were Arizona, Auburn, and Purdue, whose fans showed up strong, both on and off the court.

Who scored the most?

Arizona fans proved to be the most dedicated, spending $11.4 million on more than 370,000 items. Purdue and Auburn fans followed closely behind, each bringing in over $8 million in merch sales.

And while the teams played for glory, one seller ran away with the real prize: Campus Colors, an Amazon store, generated nearly $40 million in revenue — more than double that of the next-best competitor.

Here’s a look at the top-performing teams by merch revenue and units sold:

Merchandise averaged $28.50 per item, though pricing varied widely. Fans of the Drake Bulldogs paid the most on average ($36 per item), while Utah State supporters were either thriftier or simply lucked out with pricing, averaging $16.80.

What fans are buying

No surprises here — t-shirts and sweatshirts dominated, accounting for 57% of all merch sales and pulling in more than $70 million combined. Hats, stickers, and other accessories made up the rest, but nowhere near the same volume.

Sr. Ecommerce Expert at Omnisend, Greg Zakowicz, says the surge shows how well marketplace sellers are tapping into cultural moments:

The NCAA Tournament is the one time of year when blue bloods go head-to-head with Cinderella hopefuls, and fans from all schools refresh their wardrobes to support their teams. This presents huge opportunities for marketplace sellers who can quickly capitalize on the heightened intensity of school pride.

Greg Zakowicz, Sr. Ecommerce Expert

Five takeaways for sellers looking to ride the wave

Seasonal and cultural events like March Madness offer buzz and buying power. Here’s how sellers can ride the wave:

• Capitalize on timing: Major events create urgency, so be ready to launch themed campaigns or limited-time offers at a moment’s notice
• Double down on fan niches: Products tied to niche communities — like college sports fans — can outperform general items when timed right
• Prioritize bestsellers: Focus on high-converting items like apparel (t-shirts, sweatshirts) that fans love to wear
• Use automation to stay ahead: Marketing automation ensures your campaigns go live exactly when trends hit
• Invest in search optimization: Use relevant team names and event-related keywords to boost product visibility on marketplaces like Amazon

For brands that know how to move fast, March Madness isn’t a moment to watch — it’s a moment to win.