Product management glosary

Total Addressable Market (TAM)

What is Total Addressable Market (TAM)?

As a product manager, understanding the Total Addressable Market (TAM) is crucial for the success of your product. TAM is the total market demand for a product or service, which can be measured in terms of revenue or units sold. It represents the maximum revenue opportunity for a product or service if it were to capture 100% of the market share.

Why is TAM important?

Knowing the TAM is important because it helps product managers determine the potential size of the market for their product. This information is critical for making informed decisions about product development, pricing, and marketing strategies. By understanding the TAM, product managers can identify opportunities for growth and make informed decisions about where to focus their efforts.

How to calculate TAM?

Calculating TAM can be a complex process, but there are several methods that product managers can use to estimate the size of their market. One common method is to use industry reports and market research to determine the total market size for a particular product or service. Another method is to use a bottom-up approach, which involves estimating the number of potential customers and multiplying that by the average revenue per customer.

Limitations of TAM

While TAM is a useful metric for product managers, it is important to recognize its limitations. TAM represents the maximum potential market size, but it does not take into account factors such as competition, market saturation, and consumer behavior. In addition, TAM can be difficult to accurately measure, especially for new or emerging markets.


Understanding the Total Addressable Market (TAM) is essential for product managers who want to make informed decisions about product development, pricing, and marketing strategies. While TAM has its limitations, it remains a valuable tool for estimating the potential size of a market and identifying opportunities for growth.