Capacity management is described. In an implementation, a method includes executing a module on a computing device to monitor use of a product during a measurement interval to determine a maximum capacity of the product used during the measurement interval and whether a capacity failure point is reached during the measurement interval. A learned capacity limit is set based on the monitoring for determining whether one or more of a plurality of clients, if any, are to receive a list which references at least the monitored product, wherein the learned capacity limit is set such that when the capacity failure point is not reached, the learned capacity limit is set according to the maximum capacity.