diff --git a/Documentation/networking/devlink/ice.rst b/Documentation/networking/devlink/ice.rst
index 237848d56f9ba459c4bbc080140c72ab230236cb..8eb50ba41f1a22b514f3e67c30f55394808cad16 100644
--- a/Documentation/networking/devlink/ice.rst
+++ b/Documentation/networking/devlink/ice.rst
@@ -81,6 +81,37 @@ The ``ice`` driver reports the following versions
       - 0xee16ced7
       - The first 4 bytes of the hash of the netlist module contents.
 
+Flash Update
+============
+
+The ``ice`` driver implements support for flash update using the
+``devlink-flash`` interface. It supports updating the device flash using a
+combined flash image that contains the ``fw.mgmt``, ``fw.undi``, and
+``fw.netlist`` components.
+
+.. list-table:: List of supported overwrite modes
+   :widths: 5 95
+
+   * - Bits
+     - Behavior
+   * - ``DEVLINK_FLASH_OVERWRITE_SETTINGS``
+     - Do not preserve settings stored in the flash components being
+       updated. This includes overwriting the port configuration that
+       determines the number of physical functions the device will
+       initialize with.
+   * - ``DEVLINK_FLASH_OVERWRITE_SETTINGS`` and ``DEVLINK_FLASH_OVERWRITE_IDENTIFIERS``
+     - Do not preserve either settings or identifiers. Overwrite everything
+       in the flash with the contents from the provided image, without
+       performing any preservation. This includes overwriting device
+       identifying fields such as the MAC address, VPD area, and device
+       serial number. It is expected that this combination be used with an
+       image customized for the specific device.
+
+The ice hardware does not support overwriting only identifiers while
+preserving settings, and thus ``DEVLINK_FLASH_OVERWRITE_IDENTIFIERS`` on its
+own will be rejected. If no overwrite mask is provided, the firmware will be
+instructed to preserve all settings and identifying fields when updating.
+
 Regions
 =======
 
diff --git a/drivers/net/ethernet/intel/ice/ice_devlink.c b/drivers/net/ethernet/intel/ice/ice_devlink.c
index c3d61c246f0b244ce715ca5746901f7f210e2f72..e17b44059eae337e8f55aaa11b11508e91a31d62 100644
--- a/drivers/net/ethernet/intel/ice/ice_devlink.c
+++ b/drivers/net/ethernet/intel/ice/ice_devlink.c
@@ -250,8 +250,24 @@ ice_devlink_flash_update(struct devlink *devlink,
 	struct device *dev = &pf->pdev->dev;
 	struct ice_hw *hw = &pf->hw;
 	const struct firmware *fw;
+	u8 preservation;
 	int err;
 
+	if (!params->overwrite_mask) {
+		/* preserve all settings and identifiers */
+		preservation = ICE_AQC_NVM_PRESERVE_ALL;
+	} else if (params->overwrite_mask == DEVLINK_FLASH_OVERWRITE_SETTINGS) {
+		/* overwrite settings, but preserve the vital device identifiers */
+		preservation = ICE_AQC_NVM_PRESERVE_SELECTED;
+	} else if (params->overwrite_mask == (DEVLINK_FLASH_OVERWRITE_SETTINGS |
+					      DEVLINK_FLASH_OVERWRITE_IDENTIFIERS)) {
+		/* overwrite both settings and identifiers, preserve nothing */
+		preservation = ICE_AQC_NVM_NO_PRESERVATION;
+	} else {
+		NL_SET_ERR_MSG_MOD(extack, "Requested overwrite mask is not supported");
+		return -EOPNOTSUPP;
+	}
+
 	if (!hw->dev_caps.common_cap.nvm_unified_update) {
 		NL_SET_ERR_MSG_MOD(extack, "Current firmware does not support unified update");
 		return -EOPNOTSUPP;
@@ -269,7 +285,7 @@ ice_devlink_flash_update(struct devlink *devlink,
 
 	devlink_flash_update_begin_notify(devlink);
 	devlink_flash_update_status_notify(devlink, "Preparing to flash", NULL, 0, 0);
-	err = ice_flash_pldm_image(pf, fw, extack);
+	err = ice_flash_pldm_image(pf, fw, preservation, extack);
 	devlink_flash_update_end_notify(devlink);
 
 	release_firmware(fw);
@@ -278,6 +294,7 @@ ice_devlink_flash_update(struct devlink *devlink,
 }
 
 static const struct devlink_ops ice_devlink_ops = {
+	.supported_flash_update_params = DEVLINK_SUPPORT_FLASH_UPDATE_OVERWRITE_MASK,
 	.info_get = ice_devlink_info_get,
 	.flash_update = ice_devlink_flash_update,
 };
diff --git a/drivers/net/ethernet/intel/ice/ice_fw_update.c b/drivers/net/ethernet/intel/ice/ice_fw_update.c
index 292d87b996ab78d7bc3717b946fb822c74128770..142123155a0f35b331a57e13234ba67802721c75 100644
--- a/drivers/net/ethernet/intel/ice/ice_fw_update.c
+++ b/drivers/net/ethernet/intel/ice/ice_fw_update.c
@@ -625,6 +625,7 @@ static const struct pldmfw_ops ice_fwu_ops = {
  * ice_flash_pldm_image - Write a PLDM-formatted firmware image to the device
  * @pf: private device driver structure
  * @fw: firmware object pointing to the relevant firmware file
+ * @preservation: preservation level to request from firmware
  * @extack: netlink extended ACK structure
  *
  * Parse the data for a given firmware file, verifying that it is a valid PLDM
@@ -638,7 +639,7 @@ static const struct pldmfw_ops ice_fwu_ops = {
  * Returns: zero on success or a negative error code on failure.
  */
 int ice_flash_pldm_image(struct ice_pf *pf, const struct firmware *fw,
-			 struct netlink_ext_ack *extack)
+			 u8 preservation, struct netlink_ext_ack *extack)
 {
 	struct device *dev = ice_pf_to_dev(pf);
 	struct ice_hw *hw = &pf->hw;
@@ -646,13 +647,24 @@ int ice_flash_pldm_image(struct ice_pf *pf, const struct firmware *fw,
 	enum ice_status status;
 	int err;
 
+	switch (preservation) {
+	case ICE_AQC_NVM_PRESERVE_ALL:
+	case ICE_AQC_NVM_PRESERVE_SELECTED:
+	case ICE_AQC_NVM_NO_PRESERVATION:
+	case ICE_AQC_NVM_FACTORY_DEFAULT:
+		break;
+	default:
+		WARN(1, "Unexpected preservation level request %u", preservation);
+		return -EINVAL;
+	}
+
 	memset(&priv, 0, sizeof(priv));
 
 	priv.context.ops = &ice_fwu_ops;
 	priv.context.dev = dev;
 	priv.extack = extack;
 	priv.pf = pf;
-	priv.activate_flags = ICE_AQC_NVM_PRESERVE_ALL;
+	priv.activate_flags = preservation;
 
 	status = ice_acquire_nvm(hw, ICE_RES_WRITE);
 	if (status) {
diff --git a/drivers/net/ethernet/intel/ice/ice_fw_update.h b/drivers/net/ethernet/intel/ice/ice_fw_update.h
index 79472cc618b485dfbc4f632a7e8b83ab4c37225e..c6390f6851ff43f8a4a4f63c177cd458e405bd49 100644
--- a/drivers/net/ethernet/intel/ice/ice_fw_update.h
+++ b/drivers/net/ethernet/intel/ice/ice_fw_update.h
@@ -5,7 +5,7 @@
 #define _ICE_FW_UPDATE_H_
 
 int ice_flash_pldm_image(struct ice_pf *pf, const struct firmware *fw,
-			 struct netlink_ext_ack *extack);
+			 u8 preservation, struct netlink_ext_ack *extack);
 int ice_check_for_pending_update(struct ice_pf *pf, const char *component,
 				 struct netlink_ext_ack *extack);