diff --git a/homeassistant/components/esphome/config_flow.py b/homeassistant/components/esphome/config_flow.py
index d9c8381e4ff..d727aefa6ef 100644
--- a/homeassistant/components/esphome/config_flow.py
+++ b/homeassistant/components/esphome/config_flow.py
@@ -323,7 +323,9 @@ class EsphomeFlowHandler(ConfigFlow, domain=DOMAIN):
         ):
             return
         assert conflict_entry.unique_id is not None
-        if updates:
+        if self.source == SOURCE_RECONFIGURE:
+            error = "reconfigure_already_configured"
+        elif updates:
             error = "already_configured_updates"
         else:
             error = "already_configured_detailed"
diff --git a/homeassistant/components/esphome/strings.json b/homeassistant/components/esphome/strings.json
index f96a939588a..bc198d514ab 100644
--- a/homeassistant/components/esphome/strings.json
+++ b/homeassistant/components/esphome/strings.json
@@ -4,6 +4,7 @@
       "already_configured": "[%key:common::config_flow::abort::already_configured_device%]",
       "already_configured_detailed": "A device `{name}`, with MAC address `{mac}` is already configured as `{title}`.",
       "already_configured_updates": "A device `{name}`, with MAC address `{mac}` is already configured as `{title}`; the existing configuration will be updated with the validated data.",
+      "reconfigure_already_configured": "A device `{name}` with MAC address `{mac}` is already configured as `{title}`. Reconfiguration was aborted because the new configuration appears to refer to a different device.",
       "already_in_progress": "[%key:common::config_flow::abort::already_in_progress%]",
       "reauth_successful": "[%key:common::config_flow::abort::reauth_successful%]",
       "mdns_missing_mac": "Missing MAC address in mDNS properties.",
diff --git a/tests/components/esphome/test_config_flow.py b/tests/components/esphome/test_config_flow.py
index 3f948076d2e..752f980cd87 100644
--- a/tests/components/esphome/test_config_flow.py
+++ b/tests/components/esphome/test_config_flow.py
@@ -2228,7 +2228,7 @@ async def test_reconfig_mac_used_by_other_entry(
     )
 
     assert result["type"] is FlowResultType.ABORT
-    assert result["reason"] == "already_configured_updates"
+    assert result["reason"] == "reconfigure_already_configured"
     assert result["description_placeholders"] == {
         "title": "Mock Title",
         "name": "test4",