A large number of estrogen-regulated mRNAs have been identified in human breast cancer cells. Some of these encode proteins whose regulation by estrogen had been established previously. Others have been identified by differential screening of cDNA libraries established from estrogen-stimulated breast cancer cells. The regulation of these RNAs by estrogens in different cell lines is reviewed. The possible role of their gene products where known is discussed as is the possibility that the proteins mediate the proliferative effects of estrogens on breast cancer cells. The possibility that measurement of one or more of these estrogen-regulated gene products in breast tumours might allow prediction of the likely benefit of patients from endocrine therapies is evaluated. Finally the impact that they have had on current understanding of how estrogens and antiestrogens regulate transcription of endogenous genes in human breast cancer cells is considered.