diff --git a/homeassistant/components/philips_js/__init__.py b/homeassistant/components/philips_js/__init__.py
index 3145e82a942..55ac33d198f 100644
--- a/homeassistant/components/philips_js/__init__.py
+++ b/homeassistant/components/philips_js/__init__.py
@@ -19,8 +19,9 @@ from homeassistant.const import (
     Platform,
 )
 from homeassistant.core import HomeAssistant, callback
+from homeassistant.exceptions import ConfigEntryAuthFailed
 from homeassistant.helpers.debounce import Debouncer
-from homeassistant.helpers.update_coordinator import DataUpdateCoordinator, UpdateFailed
+from homeassistant.helpers.update_coordinator import DataUpdateCoordinator
 
 from .const import CONF_ALLOW_NOTIFY, CONF_SYSTEM, DOMAIN
 
@@ -171,4 +172,4 @@ class PhilipsTVDataUpdateCoordinator(DataUpdateCoordinator[None]):
         except ConnectionFailure:
             pass
         except AutenticationFailure as exception:
-            raise UpdateFailed(str(exception)) from exception
+            raise ConfigEntryAuthFailed(str(exception)) from exception
diff --git a/homeassistant/components/philips_js/config_flow.py b/homeassistant/components/philips_js/config_flow.py
index dab8d4fbe24..9b7e52c2119 100644
--- a/homeassistant/components/philips_js/config_flow.py
+++ b/homeassistant/components/philips_js/config_flow.py
@@ -1,6 +1,7 @@
 """Config flow for Philips TV integration."""
 from __future__ import annotations
 
+from collections.abc import Mapping
 import platform
 from typing import Any
 
@@ -20,6 +21,18 @@ from homeassistant.data_entry_flow import FlowResult
 from . import LOGGER
 from .const import CONF_ALLOW_NOTIFY, CONF_SYSTEM, CONST_APP_ID, CONST_APP_NAME, DOMAIN
 
+USER_SCHEMA = vol.Schema(
+    {
+        vol.Required(
+            CONF_HOST,
+        ): str,
+        vol.Required(
+            CONF_API_VERSION,
+            default=1,
+        ): vol.In([1, 5, 6]),
+    }
+)
+
 
 async def _validate_input(
     hass: core.HomeAssistant, host: str, api_version: int
@@ -47,9 +60,19 @@ class ConfigFlow(config_entries.ConfigFlow, domain=DOMAIN):
         self._current: dict[str, Any] = {}
         self._hub: PhilipsTV | None = None
         self._pair_state: Any = None
+        self._entry: config_entries.ConfigEntry | None = None
 
     async def _async_create_current(self) -> FlowResult:
         system = self._current[CONF_SYSTEM]
+        if self._entry:
+            self.hass.config_entries.async_update_entry(
+                self._entry, data=self._entry.data | self._current
+            )
+            self.hass.async_create_task(
+                self.hass.config_entries.async_reload(self._entry.entry_id)
+            )
+            return self.async_abort(reason="reauth_successful")
+
         return self.async_create_entry(
             title=f"{system['name']} ({system['serialnumber']})",
             data=self._current,
@@ -108,6 +131,13 @@ class ConfigFlow(config_entries.ConfigFlow, domain=DOMAIN):
         self._current[CONF_PASSWORD] = password
         return await self._async_create_current()
 
+    async def async_step_reauth(self, entry_data: Mapping[str, Any]) -> FlowResult:
+        """Handle configuration by re-auth."""
+        self._entry = self.hass.config_entries.async_get_entry(self.context["entry_id"])
+        self._current[CONF_HOST] = entry_data[CONF_HOST]
+        self._current[CONF_API_VERSION] = entry_data[CONF_API_VERSION]
+        return await self.async_step_user()
+
     async def async_step_user(
         self, user_input: dict[str, Any] | None = None
     ) -> FlowResult:
@@ -128,7 +158,8 @@ class ConfigFlow(config_entries.ConfigFlow, domain=DOMAIN):
             else:
                 if serialnumber := hub.system.get("serialnumber"):
                     await self.async_set_unique_id(serialnumber)
-                    self._abort_if_unique_id_configured()
+                    if self._entry is None:
+                        self._abort_if_unique_id_configured()
 
                 self._current[CONF_SYSTEM] = hub.system
                 self._current[CONF_API_VERSION] = hub.api_version
@@ -138,14 +169,7 @@ class ConfigFlow(config_entries.ConfigFlow, domain=DOMAIN):
                     return await self.async_step_pair()
                 return await self._async_create_current()
 
-        schema = vol.Schema(
-            {
-                vol.Required(CONF_HOST, default=self._current.get(CONF_HOST)): str,
-                vol.Required(
-                    CONF_API_VERSION, default=self._current.get(CONF_API_VERSION, 1)
-                ): vol.In([1, 5, 6]),
-            }
-        )
+        schema = self.add_suggested_values_to_schema(USER_SCHEMA, self._current)
         return self.async_show_form(step_id="user", data_schema=schema, errors=errors)
 
     @staticmethod
diff --git a/homeassistant/components/philips_js/strings.json b/homeassistant/components/philips_js/strings.json
index dc258385804..302e1b9accf 100644
--- a/homeassistant/components/philips_js/strings.json
+++ b/homeassistant/components/philips_js/strings.json
@@ -22,7 +22,8 @@
       "invalid_pin": "Invalid PIN"
     },
     "abort": {
-      "already_configured": "[%key:common::config_flow::abort::already_configured_device%]"
+      "already_configured": "[%key:common::config_flow::abort::already_configured_device%]",
+      "reauth_successful": "[%key:common::config_flow::abort::reauth_successful%]"
     }
   },
   "options": {
diff --git a/tests/components/philips_js/test_config_flow.py b/tests/components/philips_js/test_config_flow.py
index 1662a2a3fc2..603e278d592 100644
--- a/tests/components/philips_js/test_config_flow.py
+++ b/tests/components/philips_js/test_config_flow.py
@@ -12,6 +12,7 @@ from . import (
     MOCK_CONFIG,
     MOCK_CONFIG_PAIRED,
     MOCK_PASSWORD,
+    MOCK_SYSTEM,
     MOCK_SYSTEM_UNPAIRED,
     MOCK_USERINPUT,
     MOCK_USERNAME,
@@ -56,6 +57,42 @@ async def test_form(hass: HomeAssistant, mock_setup_entry) -> None:
     assert len(mock_setup_entry.mock_calls) == 1
 
 
+async def test_reauth(
+    hass: HomeAssistant, mock_setup_entry, mock_config_entry, mock_tv
+) -> None:
+    """Test we get the form."""
+
+    mock_tv.system = MOCK_SYSTEM | {"model": "changed"}
+
+    assert await hass.config_entries.async_setup(mock_config_entry.entry_id)
+    assert len(mock_setup_entry.mock_calls) == 1
+
+    result = await hass.config_entries.flow.async_init(
+        DOMAIN,
+        context={
+            "source": config_entries.SOURCE_REAUTH,
+            "unique_id": mock_config_entry.unique_id,
+            "entry_id": mock_config_entry.entry_id,
+        },
+        data=mock_config_entry.data,
+    )
+
+    assert result["type"] == data_entry_flow.FlowResultType.FORM
+    assert result["step_id"] == "user"
+    assert result["errors"] == {}
+
+    result2 = await hass.config_entries.flow.async_configure(
+        result["flow_id"],
+        MOCK_USERINPUT,
+    )
+    await hass.async_block_till_done()
+
+    assert result2["type"] == data_entry_flow.FlowResultType.ABORT
+    assert result2["reason"] == "reauth_successful"
+    assert mock_config_entry.data == MOCK_CONFIG | {"system": mock_tv.system}
+    assert len(mock_setup_entry.mock_calls) == 2
+
+
 async def test_form_cannot_connect(hass: HomeAssistant, mock_tv) -> None:
     """Test we handle cannot connect error."""
     result = await hass.config_entries.flow.async_init(