Amazon Pickleball Paddle Sales Hit $44 Million in 2025: Here's What Players Are Buying

The pickleball market on Amazon exploded in 2025, with paddle sales reaching nearly $44 million. This data shows what paddles are most popular, how much people are spending, and where the sport is heading.

Caveat: This data is sourced from a third-party tool and is meant to be directional; estimates should be accurate within 5-10%.

Players Are Spending More Money on Higher Quality Paddles Than Ever Before

In 2025, Amazon sold about 687,000 pickleball paddles, making $43.5 million with over 22 million people viewing these products. That's a lot of people shopping for paddles.

Here's what changed compared to 2024:

• Paddle sales went up 38%
• Money spent jumped 55%

Notice that the money spent grew faster than the number of paddles sold? That's huge. It means players are buying more expensive paddles now. People aren't just grabbing the cheapest option anymore.

The Days of Cheap Amazon Paddles Are Ending

For years, most people went to Amazon to buy cheap paddle sets for $30-$50. That's still happening, but 2025 showed a big change. Now serious players are buying expensive, name-brand paddles on Amazon too.

The top-selling paddle by money made was the Joola Perseus 3S, which is Ben Johns' signature paddle. This proves that players who will spend $200-$300 on a paddle are comfortable shopping on Amazon. You don't have to go to specialty websites to get the best gear anymore.

Joola and Selkirk Dominate Amazon Sales, But in Different Ways

Selkirk and Joola were the two biggest brands, but they succeeded differently:

Selkirk:

• Sold 87,000 paddles
• Made $8.5 million
• Sells everything from cheap sets to premium paddles
• Lower prices on average because of all the beginner sets

Joola:

• Sold 45,000 paddles
• Made $8.3 million
• Focuses on expensive, premium paddles
• Made almost the same money as Selkirk while selling half as many paddles

Here's what this means for you: Joola players are spending serious money on high-end paddles. Selkirk has something for everyone, from beginners to pros. Both strategies work, depending on what you're looking for.

Most other top-selling brands were Chinese companies, and many sold less than the year before. American brands are taking over more of the market.

These Are the Hottest Paddles Players Actually Bought in 2025

The top-selling paddles by money were:

1. Joola Perseus 3S (Ben Johns signature)
2. Joola Perseus Pro 4
3. Vatic Pro Prism Flash (made $1.3 million)
4. Various CRBN and Selkirk paddles

Vatic Pro is the surprise winner here. Their Prism Flash paddle became the fifth best-selling product overall and third best for single paddles (not sets). Making $1.3 million is impressive for a brand that's newer than Joola and Selkirk. If you've been seeing Vatic Pro in YouTube reviews lately, now you know why—people are actually buying them.

CRBN's top paddle made over $1 million too. Interesting fact: it wasn't one of their foam paddles, which shows players want different types of technology.

What Players Search for on Amazon Reveals What's Actually Popular

Understanding what people search for shows which brands are really hot right now. Here's what players searched most in 2025:

"pickleball paddles" (with a space, and plural):

• 6.3 million clicks
• Selkirk shows up most for this search
• Products that appear average $71

Brand searches that are growing:

• "Joola pickleball paddle": Over 600,000 searches, up 14% from last year
• "Friday pickleball paddle": 162,000 searches

Joola and Friday showing up in top searches proves people know these brands. Friday makes awesome YouTube videos, which gets players excited and sends them to Amazon to buy. When you see a brand trending in searches, it usually means they're doing something right with their marketing and their product is actually good.

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Expect Even Better Paddles and More Options in 2026

Paddles made $44 million in 2025, but that's not everything. The total pickleball market on Amazon was over $170 million. This includes shoes, balls, backpacks, court equipment, and all kinds of accessories.

Whether you're just starting out or you're a tournament player, Amazon has become a one-stop shop for everything pickleball. The selection keeps getting better as more brands take the platform seriously.

More people are playing pickleball every day. More players want to buy on Amazon because it's easy, has fast shipping, and you can read tons of reviews. As the sport keeps growing, expect brands to keep releasing their best paddles on Amazon, not just the cheap beginner stuff.

For pickleball players, Amazon is now a legit place to buy high-end equipment. The days of Amazon being just for cheap beginner sets are over. You can find the same premium paddles that pros use, read hundreds of reviews, and have them delivered in two days. The sport is maturing, and so is where we buy our gear.

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About the Author: Matt Hofman

Matt Hofman is an e-commerce executive turned strategist who spent over a decade as an operator for brands like Kaged (EVP) and Nutrabolt, where he helped build C4 Energy’s Amazon business. Today, he  helps brands develop and implement their Amazon and digital growth strategies. Outside of work, Matt is a pickleball addict and hosts the “Dinking and Driving” podcast. Learn more at