Estrogens have been shown to elicit anticancer effects against estrogen receptor α (
ER
)‐positive breast cancer. We sought to determine the mechanism underlying the therapeutic response. Response to 17β‐estradiol was assessed in
ER
+ breast cancer models with resistance to estrogen deprivation:
WHIM
16 patient‐derived xenografts, C7‐2‐
HI
and C4‐
HI
murine mammary adenocarcinomas, and long‐term estrogen‐deprived
MCF
‐7 cells. As another means to reactivate
ER
, the anti‐estrogen fulvestrant was withdrawn from fulvestrant‐resistant
MCF
‐7 cells. Transcriptional, growth, apoptosis, and molecular alterations in response to
ER
reactivation were measured. 17β‐estradiol treatment and fulvestrant withdrawal induced transcriptional activation of
ER
, and cells adapted to estrogen deprivation or fulvestrant were hypersensitive to 17β‐estradiol.
ER
transcriptional response was followed by an unfolded protein response and apoptosis. Such apoptosis was dependent upon the unfolded protein response, p53, and
JNK
signaling. Anticancer effects were most pronounced in models exhibiting genomic amplification of the gene encoding
ER
(
ESR
1
), suggesting that engagement of
ER
at high levels is cytotoxic. These data indicate that long‐term adaptation to estrogen deprivation or
ER
inhibition alters sensitivity to
ER
reactivation. In such adapted cells, 17β‐estradiol treatment and anti‐estrogen withdrawal hyperactivate
ER
, which drives an unfolded protein response and subsequent growth inhibition and apoptosis. 17β‐estradiol treatment should be considered as a therapeutic option for anti‐estrogen‐resistant disease, particularly in patients with tumors harboring
ESR
1
amplification or
ER
overexpression. Furthermore, therapeutic strategies that enhance an unfolded protein response may increase the therapeutic effects of
ER
reactivation.