diff --git a/plugins/woocommerce-blocks/assets/js/base/components/product-list/index.js b/plugins/woocommerce-blocks/assets/js/base/components/product-list/index.js
index da2dc059341..a62b74fd6f0 100644
--- a/plugins/woocommerce-blocks/assets/js/base/components/product-list/index.js
+++ b/plugins/woocommerce-blocks/assets/js/base/components/product-list/index.js
@@ -56,7 +56,11 @@ const ProductList = ( {
 	scrollToTop,
 } ) => {
 	const [ queryState ] = useSynchronizedQueryState(
-		generateQuery( { attributes, sortValue, currentPage } )
+		generateQuery( {
+			attributes,
+			sortValue,
+			currentPage,
+		} )
 	);
 	const previousPage = usePrevious( queryState.page );
 	const isInitialized = useRef( false );
@@ -71,6 +75,7 @@ const ProductList = ( {
 	const { products, totalProducts, productsLoading } = useStoreProducts(
 		queryState
 	);
+
 	useEffect( () => {
 		if ( ! productsLoading ) {
 			isInitialized.current = true;
@@ -80,6 +85,7 @@ const ProductList = ( {
 	const onPaginationChange = ( newPage ) => {
 		scrollToTop( { focusableSelector: 'a, button' } );
 		onPageChange( newPage );
+		isInitialized.current = false;
 	};
 
 	const getClassnames = () => {