Curry sold more jerseys than any other player during the 2015-16 regular season, according to sales on the NBA's official online website.
New York Knicks forward Kristaps Porzingis finished fourth, the highest season-ending spot on the jersey list for a rookie since James and Carmelo Anthony finished atop the jersey rankings at the end of the 2003-04 season.
Two players on the list jumped to career best-selling highs: Oklahoma City Thunder guard Russell Westbrook was sixth, one spot behind teammate Kevin Durant; and Warriors forward Draymond Green, who finished 13th.
The Warriors finished first among team merchandising for the second straight year. The Chicago Bulls, Lakers, Cavaliers and Knicks rounded out the top five.