WWE Shop Reveals 2025’s Top-Selling Superstars — John Cena, CM Punk, Rhea Ripley, and AJ Lee Lead a Star-Studded List

WWE Shop has officially dropped its list of 2025’s top-selling Superstars, and it’s a lineup that perfectly captures the mix of nostalgia, crossover appeal, and new blood driving WWE’s red-hot merchandise sales this year.

The list, released in alphabetical order (with no specific sales numbers), features a blend of established legends, comeback stories, and rising icons who’ve each helped make 2025 one of WWE’s biggest commercial years yet:

• Alexa Bliss
• AJ Lee
• CM Punk
• Cody Rhodes
• Jacob Fatu
• Jey Uso
• John Cena
• Penta
• Rhea Ripley
• Roman Reigns

A Year of Big Returns, New Faces, and Farewell Tours

Each name on this list tells a unique story about WWE’s current momentum.

2025 marks the final in-ring year for John Cena, whose “The Final Time Is Now” farewell tour and limited-edition merch line have been massive sellers. His farewell run has sparked a wave of emotion and collector demand, making Cena merchandise a must-have for fans old and new.

Meanwhile, AJ Lee’s shocking return to the ring after a decade away has reignited one of WWE’s most passionate fanbases, instantly propelling her back into the merch elite. Similarly, Alexa Bliss’s Royal Rumble comeback after two years off TV brought a major boost in women’s division interest and sales.

On the men’s side, CM Punk and Cody Rhodes continue to dominate across both storylines and retail, proving that strong storytelling still translates directly to fan engagement. Punk’s return as World Heavyweight Champion has driven record-level shirt sales, while Cody’s “Finish the Story” brand remains one of WWE’s most iconic modern slogans.

Newcomers Penta and Jacob Fatu also made their presence felt, both debuting this year and connecting with fans quickly through striking visuals and powerful characters. And of course, Rhea Ripley and Roman Reigns continue their reigns of dominance — both in the ring and on WWE’s financial reports.

Wrestling.news | Backstage Take

WWE’s 2025 merch leaderboard shows exactly where fan passion lies — legacy, rebellion, and charisma. Cena’s farewell wave and AJ Lee’s long-awaited return captured hearts, while CM Punk’s resurgence proved that controversy still sells. The rise of stars like Penta and Jacob Fatu also signals a healthy future pipeline. WWE’s current mix of generational icons and fresh faces might be its most balanced lineup in years — and the merch numbers show it.

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