diff --git a/includes/wc-attribute-functions.php b/includes/wc-attribute-functions.php
index 423dfd5e4c9..980d03ea790 100644
--- a/includes/wc-attribute-functions.php
+++ b/includes/wc-attribute-functions.php
@@ -331,5 +331,6 @@ function wc_attributes_array_filter_variation( $attribute ) {
  * @return bool
  */
 function wc_is_attribute_in_product_name( $attribute, $name ) {
-	return stristr( $name, ' ' . $attribute . ',' ) || 0 === stripos( strrev( $name ), strrev( ' ' . $attribute ) );
+	$is_in_name = stristr( $name, ' ' . $attribute . ',' ) || 0 === stripos( strrev( $name ), strrev( ' ' . $attribute ) );
+	return apply_filters( 'wc_is_attribute_in_product_name', $is_in_name, $attribute, $name );
 }