By Tom Rotunno
CNBC.com

There's a new king in NBA jersey sales. In his first season with the Miami Heat, LeBron James has reclaimed the top spot on the NBA's best-selling jersey list.

James is back at No. 1 for the first time since April 2004. Kobe Bryant, who held the top spot for the last two seasons, falls to No. 2.

The NBA's top-selling jerseys list is based on sales on NBAStore.com since the start of the 2010-11 NBA season.

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Slideshow: Best-selling NBA jerseys

Perhaps the biggest surprise of the list comes at No. 3, a spot claimed by the Boston Celtics' Rajon Rondo, who finished 15th last season.

It's the biggest jump of any player this season and is remarkable given his popularity is still likely limited to the Boston area. Rondo traded places with his teammate Kevin Garnett, who fell from third to 15th.

Other players who saw their jersey jump in popularity include the New York Knicks' Amar'e Stoudemire, who ranks fourth after not making the list last year. Rookies John Wall and Blake Griffin were tops in the rookie class, coming in at 10th and 11th, respectively.

The New Orleans Hornets' Chris Paul saw the biggest drop, falling out of the top 15 after finishing seventh last year.

A league high -- and Most Popular Jersey list record -- five Boston Celtics made the top 15 (Rondo at No. 3, Shaquille O'Neal at No. 12, Ray Allen at No. 13, Paul Pierce at No. 14, and Garnett at No. 15).

It wasn't enough to help Boston claim the overall top spot in team sales. That distinction falls to the Los Angeles Lakers, whose gear is the No. 1 most popular selling team merchandise for the eighth time in the last nine seasons.

Making its first top-10 appearance in team history is the Oklahoma City Thunder at No. 6. It will likely come as no shock that the Cleveland Cavaliers fell out of the top 10 in team merchandise sales this season. The Cavaliers were the third most popular team in the 2009-10 season, the last before King James took his talents -- and jersey sales -- to South Beach.

Here's a look at the top 10 jersey-selling teams in 2010-11:

1. Los Angeles Lakers
2. Boston Celtics
3. Miami Heat
4. New York Knicks
5. Chicago Bulls
6. Oklahoma City Thunder
7. Orlando Magic
8. San Antonio Spurs
9. Denver Nuggets
10. Phoenix Suns

Questions? Comments? Email SportsBiz@cnbc.com. Or check out Sports Biz with Darren Rovell.

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