A fundamental question in cancer biology is whether cells with tumorigenic potential are common or rare within human cancers. Studies on diverse cancers, including melanoma, have indicated that only rare human cancer cells (0.1–0.0001%) form tumours when transplanted into non-obese diabetic/severe combined immunodeficiency (NOD/SCID) mice. However, the extent to which NOD/SCID mice underestimate the frequency of tumorigenic human cancer cells has been uncertain. Here we show that modified xenotransplantation assay conditions, including the use of more highly immunocompromised NOD/SCID interleukin-2 receptor gamma chain null (Il2rg-/-) mice, can increase the detection of tumorigenic melanoma cells by several orders of magnitude. In limiting dilution assays, approximately 25% of unselected melanoma cells from 12 different patients, including cells from primary and metastatic melanomas obtained directly from patients, formed tumours under these more permissive conditions. In single-cell transplants, an average of 27% of unselected melanoma cells from four different patients formed tumours. Modifications to xenotransplantation assays can therefore dramatically increase the detectable frequency of tumorigenic cells, demonstrating that they are common in some human cancers. Cancer stem cells in human tumours have been defined in functional experiments as cells that are tumorigenic and self-renew when transplanted into immunocompromised mice. It has been shown for a number of tumour types that such cells are relatively rare. This has informed some approaches to therapy based on a 'cancer stem cell model', which targets these stem cells, rather than a whole tumour or cell population. New work suggests that for human melanomas at least, the cancer stem cell model may not apply. Rather, tumorigenic potential is a common attribute of melanoma cells. The experiments took melanoma cells from twelve patients, and using a xenotransplantation assay, found that about a quarter of the melanoma cells were tumour producing in mice. This suggests that a broad spectrum of cancer cells has the potential to contribute to tumour progression, and raises doubts over therapies specifically directed against small 'cancer stem cell' populations. The cover image depicts melanoma cells and tumours formed from such cells. Cancer stem cells in human tumours have been defined as cells that are tumourigenic and self-renew when transplanted into immunocompromised mice. It has been shown in a number of tumour types that such cancer stem cells exist at relatively low frequencies. This paper now shows that in human melanomas at least, there is a high proportion of tumourigenic cells when the conditions for such transplanation experiments are modified, casting doubt on the generality of the cancer stem cell model.