HAWTHORN midfielder Sam Mitchell has laughed off the "epic fail" that saw a merchandise promotion suggesting a Mitchell Brownlow Medal win accidentally published on the ShopAFL website ahead of the count's conclusion.

Mitchell said by the time he was aware of what had happened Fyfe was so far in front he knew he was no chance of winning the medal anyway.

He had been alerted to the mistake midway through the count when AFL media manager Patrick Keane sent a tweet to apologise for the human error.

Mitchell joked that his wife, Lyndall, suggested he should have snapped up the memorabilia – a "Sam Mitchell 2015 Brownlow Medallist Signed Guernsey" – while it was available.

Quality, not quantity the key for Hawk

"My wife had a little laugh at my expense," Mitchell said.

"She said, 'You should have bought one. It's the only way you're going to get one of those'."

Mitchell finished third on 26 votes, five votes behind eventual winner, Fremantle's Nathan Fyfe.

In polling 26 votes, Mitchell moved beyond Hawthorn champion Leigh Matthews to become the Hawks' greatest vote winner.

His career tally of 205 puts him fifth of all time behind Gary Dempsey on 218 votes, Robert Harvey 215, Gary Ablett Jr 214 and Chris Judd 210.

Mitchell said Fyfe was a deserving winner of the award and his acceptance speech only heightened his admiration for the Dockers' midfielder.

Epic fail on website. AFL had six Brownlow memorabilia options ready to go 4 when winner named. Human error went live with no result known. — Patrick Keane (@AFL_PKeane) September 28, 2015

"From an on-field perspective everyone has got enormous respect and that grew even further if that was possible on Friday night, playing with a broken leg," he said.

"Everyone thinks he was a worthy winner and was outstanding in his season on the field, but then in his speech and the way he accepted the award he even grew in their thoughts."