Despite large individual differences in memory performance, people remember certain stimuli with overwhelming consistency. This phenomenon is referred to as the memorability of an individual item. However, it remains unknown whether memorability also affects our ability to retrieve associations between items. Here, using a paired-associates verbal memory task, we combine behavioural data, computational modelling and direct recordings from the human brain to examine how memorability influences associative memory retrieval. We find that certain words are correctly retrieved across participants irrespective of the cues used to initiate memory retrieval. These words, which share greater semantic similarity with other words, are more readily available during retrieval and lead to more intrusions when retrieval fails. Successful retrieval of these memorable items, relative to less memorable ones, results in faster reinstatement of neural activity in the anterior temporal lobe. Collectively, our data reveal how the brain prioritizes certain information to facilitate memory retrieval.