Bell enrolled at Michigan in 2018. As a freshman, he had eight receptions for 145 yards and two touchdowns, including a 56-yard touchdown reception against Nebraska.[3] At the end of the 2018 season, he received the offensive rookie of the year award.[4]
As a sophomore in 2019, Bell led the team with 81 receiving yards against Army, 81 yards against Wisconsin, 83 yards against Rutgers, 98 yards against Illinois, and 82 yards against Penn State.[4] After dropping a game-tying pass in the end zone in the closing minutes against Penn State, Bell received national attention for the angry reaction by a Michigan fan and the subsequent rally of fan support behind him.[5][6][7]
Against Michigan State on November 16, 2019, Bell had a career-high 150 receiving yards (117 in the first half) on nine catches.[8][9] For the 2019 season, he was the Wolverines' leading receiver with 48 receptions for 758 yards.[10] Following the 2019 season, Bell was named an honorable mention all-conference selection by the media.[11]
In the COVID-19-shortened 2020 season, he was Michigan's leading receiver for the second consecutive year with 26 receptions and 401 receiving yards.[12]
Bell's 2021 season ended when he sustained a knee injury in the season opener.[13]
Against Indiana on October 8, 2022, Bell caught 11 passes for 121 yards.[14] During the 2022 regular season, Bell was the team's leading receiver for the third time in his career with 62 receptions and 889 receiving yards.[15]
During a Week 3 30–12 victory over the New York Giants, Bell caught his first pass, a 9-yard touchdown reception, from quarterback Brock Purdy. Bell finished the game with two receptions for 24 yards and a touchdown.[21] In Week 18 in a 21–20 loss to the Los Angeles Rams, Bell had a career high 5 targets, thanks to the 49ers sitting their best players due to already clinching the #1 seed in the National Football Conference. He only had one catch, a 5-yard touchdown.[22][23] He appeared in all 17 games as rookie. He finished with six receptions for 68 yards and three touchdowns.[24] On November 29, 2024, Bell was waived by the 49ers.[25]