diff --git a/drivers/net/ethernet/mellanox/mlxsw/core.c b/drivers/net/ethernet/mellanox/mlxsw/core.c
index 937b8e46f8c770a7630e37165f80628f99cf40f9..1a86535c496858dd413fda33bb0c18d9cee5f222 100644
--- a/drivers/net/ethernet/mellanox/mlxsw/core.c
+++ b/drivers/net/ethernet/mellanox/mlxsw/core.c
@@ -571,7 +571,8 @@ static void mlxsw_emad_trans_timeout_schedule(struct mlxsw_reg_trans *trans)
 	if (trans->core->fw_flash_in_progress)
 		timeout = msecs_to_jiffies(MLXSW_EMAD_TIMEOUT_DURING_FW_FLASH_MS);
 
-	queue_delayed_work(trans->core->emad_wq, &trans->timeout_dw, timeout);
+	queue_delayed_work(trans->core->emad_wq, &trans->timeout_dw,
+			   timeout << trans->retries);
 }
 
 static int mlxsw_emad_transmit(struct mlxsw_core *mlxsw_core,