ABSTRACT Sweet potato is an attractive feedstock for ethanol production due to its high starch content and favorable agronomic characteristics. This paper proposes a simple equation to estimate the total reducing sugars (including glucose from starch) in sweet potatoes based on their moisture content (low cost and simple measurement). It allows the calculation of the ethanol production potential of a given sweet potato mash. According to the equation, the ethanol potential increases non-linearly with increasing concentrations of sweet potato mash in the fermenting medium (w/v), reaching a constant value for high concentrations (22 % of ethanol to 10 kg: L of a sweet potato with a moisture content of 66 %). Additionally, the ethanol yield potential is very sensitive to the sweet potato moisture, increasing linearly when the moisture decreases. We emphasize that the relations proposed in this paper can be used by other researchers, who can apply them to their specific cases.