diff --git a/tests/test_device.py b/tests/test_device.py
index 2dce8975f..ec463ce5e 100644
--- a/tests/test_device.py
+++ b/tests/test_device.py
@@ -2026,6 +2026,39 @@ async def test_entity_recomputation(zha_gateway: Gateway) -> None:
     ]
 
 
+async def test_async_configure_does_not_queue_entities(zha_gateway: Gateway) -> None:
+    """Test a reconfigure does not leave half-added entities behind."""
+    zigpy_dev = await zigpy_device_from_json(
+        zha_gateway.application_controller,
+        "tests/data/devices/ikea-of-sweden-tradfri-bulb-gu10-ws-400lm-0x23095631.json",
+    )
+    zha_device = await join_zigpy_device(zha_gateway, zigpy_dev)
+
+    entities_before = dict(zha_device.platform_entities)
+
+    await zha_device.async_configure()
+
+    # Discovery ran for the cluster config aggregation, but no entities were
+    # activated via `on_add()` and queued (nothing would ever flush them here)
+    assert zha_device._discovered_entities
+    assert not zha_device._pending_entities
+    assert zha_device.platform_entities == entities_before
+
+    # After a rebuild (same-quirk re-interview), the device has no live entities
+    # anymore, so configuration must activate and queue the entities again (e.g.
+    # the IAS zone enrollment entity has to listen during CIE configuration)
+    await zha_device.async_rebuild_from_zigpy_device(zigpy_dev)
+    await zha_device.async_configure()
+
+    assert zha_device._pending_entities
+
+    # The following initialization adds them, like on the initial join
+    await zha_device.async_initialize(from_cache=True)
+
+    assert not zha_device._pending_entities
+    assert set(zha_device.platform_entities) == set(entities_before)
+
+
 async def test_add_entity_duplicate(zha_gateway: Gateway) -> None:
     """Test that adding a duplicate entity raises an error."""
     zigpy_dev = await zigpy_device_from_json(
diff --git a/zha/zigbee/device.py b/zha/zigbee/device.py
index 44b3a2a4c..02322ab14 100644
--- a/zha/zigbee/device.py
+++ b/zha/zigbee/device.py
@@ -1008,7 +1008,17 @@ async def async_configure(self) -> None:
             self.debug("applying quirks custom device configuration")
             await self._zigpy_device.apply_custom_configuration()
 
-        self._discover_new_entities()
+        # On a reconfigure of a live device, discovery is only needed to
+        # aggregate the cluster configs. The entities must not be queued for
+        # adding then: nothing flushes the pending entities, so they would
+        # linger with active `on_add()` side effects (e.g. cluster listeners)
+        # without ever being added — the live entities already listen. Without
+        # live entities (initial join, or a rebuild after a re-interview), the
+        # entities must be activated, however: e.g. the IAS zone enrollment
+        # entity has to answer a device-initiated enroll request right after
+        # `configure_cluster_configs` writes the CIE address below.
+        # `async_initialize()` adds them and cleans up its own re-discoveries.
+        self._discover_new_entities(add_entities=not self._platform_entities)
 
         # Configure binding and reporting from entity-level cluster configs
         aggregated = aggregate_cluster_configs(self._discovered_entities)
@@ -1078,7 +1088,13 @@ def discover_entities(self) -> Iterator[BaseEntity]:
             )
             yield from discovery.discover_entities_for_endpoint(endpoint)
 
-    def _discover_new_entities(self) -> None:
+    def _discover_new_entities(self, *, add_entities: bool = True) -> None:
+        """Discover entities and queue them to be added to the device.
+
+        With `add_entities=False`, only `self._discovered_entities` is populated
+        (e.g. for aggregating cluster configs): the entities are neither activated
+        via `on_add()` nor queued for `_add_pending_entities`.
+        """
         self._discovered_entities.clear()
 
         # Iterate defensively so a failure in any single entity construction
@@ -1101,6 +1117,9 @@ def _discover_new_entities(self) -> None:
             # Apply any metadata changes from quirks v2
             self._apply_entity_metadata_changes(entity)
 
+            if not add_entities:
+                continue
+
             entity.on_add()
             self._pending_entities.append(entity)