diff --git a/includes/data-stores/class-wc-product-variation-data-store-cpt.php b/includes/data-stores/class-wc-product-variation-data-store-cpt.php
index 6358e3faa54..17c273d89ad 100644
--- a/includes/data-stores/class-wc-product-variation-data-store-cpt.php
+++ b/includes/data-stores/class-wc-product-variation-data-store-cpt.php
@@ -73,13 +73,11 @@ class WC_Product_Variation_Data_Store_CPT extends WC_Product_Data_Store_CPT impl
 		/**
 		 * If a variation title is not in sync with the parent e.g. saved prior to 3.0, or if the parent title has changed, detect here and update.
 		 */
-		$parent_title = get_post_field( 'post_title', $product->get_parent_id() );
+		$new_title = $this->generate_product_title( $product );
 
-		if ( 0 !== strpos( $post_object->post_title, $parent_title ) ) {
-			global $wpdb;
-			$new_title = $this->generate_product_title( $product );
+		if ( $post_object->post_title !== $new_title ) {
 			$product->set_name( $new_title );
-			$wpdb->update( $wpdb->posts, array( 'post_title' => $new_title ), array( 'ID' => $product->get_id() ) );
+			$GLOBALS['wpdb']->update( $GLOBALS['wpdb']->posts, array( 'post_title' => $new_title ), array( 'ID' => $product->get_id() ) );
 			clean_post_cache( $product->get_id() );
 		}
 
@@ -98,11 +96,17 @@ class WC_Product_Variation_Data_Store_CPT extends WC_Product_Data_Store_CPT impl
 			$product->set_date_created( current_time( 'timestamp', true ) );
 		}
 
+		$new_title = $this->generate_product_title( $product );
+
+		if ( $product->get_name( 'edit' ) !== $new_title ) {
+			$product->set_name( $new_title );
+		}
+
 		$id = wp_insert_post( apply_filters( 'woocommerce_new_product_variation_data', array(
 			'post_type'      => 'product_variation',
 			'post_status'    => $product->get_status() ? $product->get_status() : 'publish',
 			'post_author'    => get_current_user_id(),
-			'post_title'     => $this->generate_product_title( $product ),
+			'post_title'     => $product->get_name( 'edit' ),
 			'post_content'   => '',
 			'post_parent'    => $product->get_parent_id(),
 			'comment_status' => 'closed',
@@ -139,13 +143,18 @@ class WC_Product_Variation_Data_Store_CPT extends WC_Product_Data_Store_CPT impl
 	 */
 	public function update( &$product ) {
 		$product->save_meta_data();
+		$new_title = $this->generate_product_title( $product );
+
+		if ( $product->get_name( 'edit' ) !== $new_title ) {
+			$product->set_name( $new_title );
+		}
+
 		$changes = $product->get_changes();
-		$title   = $this->generate_product_title( $product );
 
 		// Only update the post when the post data changes.
-		if ( $title !== $product->get_name( 'edit' ) || array_intersect( array( 'parent_id', 'status', 'menu_order', 'date_created', 'date_modified' ), array_keys( $changes ) ) ) {
+		if ( array_intersect( array( 'name', 'parent_id', 'status', 'menu_order', 'date_created', 'date_modified' ), array_keys( $changes ) ) ) {
 			$post_data = array(
-				'post_title'        => $title,
+				'post_title'        => $product->get_name( 'edit' ),
 				'post_parent'       => $product->get_parent_id( 'edit' ),
 				'comment_status'    => 'closed',
 				'post_status'       => $product->get_status( 'edit' ) ? $product->get_status( 'edit' ) : 'publish',
diff --git a/tests/unit-tests/product/data-store.php b/tests/unit-tests/product/data-store.php
index 054387a1cb2..6ee12b938e6 100644
--- a/tests/unit-tests/product/data-store.php
+++ b/tests/unit-tests/product/data-store.php
@@ -247,7 +247,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$this->assertEquals( 'Variable Product', $product->get_name() );
 
 		$variation = new WC_Product_Variation;
-		$variation->set_name( 'Variation #1 of Dummy Variable CRUD Product' );
 		$variation->set_parent_id( $product->get_id() );
 		$variation->set_regular_price( 10 );
 		$variation->set_sku( 'CRUD DUMMY SKU VARIABLE GREEN' );
@@ -258,7 +257,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$variation->set_attributes( array( 'pa_color' => 'green' ) );
 		$variation->save();
 
-		$this->assertEquals( 'Variation #1 of Dummy Variable CRUD Product', $variation->get_name() );
 		$this->assertEquals( 'CRUD DUMMY SKU VARIABLE GREEN', $variation->get_sku() );
 		$this->assertEquals( 10, $variation->get_price() );
 
@@ -270,7 +268,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$this->assertEquals( $expected_attributes, $product->get_variation_attributes() );
 
 		$variation_2 = new WC_Product_Variation;
-		$variation_2->set_name( 'Variation #2 of Dummy Variable CRUD Product' );
 		$variation_2->set_parent_id( $product->get_id() );
 		$variation_2->set_regular_price( 10 );
 		$variation_2->set_sku( 'CRUD DUMMY SKU VARIABLE RED' );
@@ -281,7 +278,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$variation_2->set_attributes( array( 'pa_color' => 'red' ) );
 		$variation_2->save();
 
-		$this->assertEquals( 'Variation #2 of Dummy Variable CRUD Product', $variation_2->get_name() );
 		$this->assertEquals( 'CRUD DUMMY SKU VARIABLE RED', $variation_2->get_sku() );
 		$this->assertEquals( 10, $variation_2->get_price() );
 
@@ -293,7 +289,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$expected_attributes = array( 'pa_color' => array( 'green', 'red' ) );
 		$this->assertEquals( $expected_attributes, $product->get_variation_attributes() );
 
-		$variation_2->set_name( 'UPDATED - Variation #2 of Dummy Variable CRUD Product' );
 		$variation_2->set_regular_price( 15 );
 		$variation_2->set_sale_price( 9.99 );
 		$variation_2->set_date_on_sale_to( '32532537600' );
@@ -308,7 +303,6 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$expected_prices['sale_price'][ $children[1] ] = 9.99;
 
 		$this->assertEquals( $expected_prices, $product->get_variation_prices() );
-		$this->assertEquals( 'UPDATED - Variation #2 of Dummy Variable CRUD Product', $variation_2->get_name() );
 
 		$product->set_name( 'Renamed Variable Product' );
 		$product->save();
@@ -469,16 +463,13 @@ class WC_Tests_Product_Data_Store extends WC_Unit_Test_Case {
 		$multiword_attribute_variation->save();
 
 		// Check the one attribute variation title.
-		$loaded_variation = wc_get_product( $one_attribute_variation->get_id() );
-		$this->assertEquals( "Test Product - Green", $loaded_variation->get_name() );
+		$this->assertEquals( "Test Product - Green", $one_attribute_variation->get_name() );
 
 		// Check the two attribute variation title.
-		$loaded_variation = wc_get_product( $two_attribute_variation->get_id() );
-		$this->assertEquals( "Test Product - Green, Large", $loaded_variation->get_name() );
+		$this->assertEquals( "Test Product - Green, Large", $two_attribute_variation->get_name() );
 
 		// Check the variation with a multiword attribute name.
-		$loaded_variation = wc_get_product( $multiword_attribute_variation->get_id() );
-		$this->assertEquals( "Test Product", $loaded_variation->get_name() );
+		$this->assertEquals( "Test Product", $multiword_attribute_variation->get_name() );
 	}
 
 	function test_generate_product_title_disable() {