diff --git a/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts b/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
index 62cd08e4783..6ccbb73d494 100644
--- a/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
+++ b/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
@@ -438,6 +438,12 @@ export interface FeatureTogglesInterface {
    */
   a11yLinkBtnsToTertiaryBtns?: boolean;
 
+  /**
+   * Aria-live inside the 'BreadcrumbComponent' will be toggled based on the active element.
+   * This removes the repeated announcement of the page title.
+   */
+  a11yRepeatedPageTitleFix?: boolean;
+
   /**
    * 'NgSelectA11yDirective' will now provide a count of items for each availble option.
    * Including this count in aria-label will help screen readers to provide more context to the user.
@@ -540,6 +546,7 @@ export const defaultFeatureToggles: Required<FeatureTogglesInterface> = {
   a11yFormErrorMuteIcon: false,
   a11yCxMessageFocus: false,
   a11yLinkBtnsToTertiaryBtns: false,
+  a11yRepeatedPageTitleFix: false,
   a11yDeliveryModeRadiogroup: false,
   a11yNgSelectOptionsCount: false,
   a11yRepeatedCancelOrderError: false,
diff --git a/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts b/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
index 066c2bc8c77..d8bc10c7709 100644
--- a/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
+++ b/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
@@ -343,6 +343,7 @@ if (environment.cpq) {
         a11yCxMessageFocus: true,
         occCartNameAndDescriptionInHttpRequestBody: true,
         a11yLinkBtnsToTertiaryBtns: true,
+        a11yRepeatedPageTitleFix: true,
         a11yDeliveryModeRadiogroup: true,
         a11yNgSelectOptionsCount: true,
         a11yRepeatedCancelOrderError: true,
diff --git a/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.html b/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.html
index 0b6bc95cd89..39ad7ed124a 100644
--- a/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.html
+++ b/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.html
@@ -8,7 +8,9 @@
 
 <!-- TODO: Remove feature flag next major release -->
 <ng-container *cxFeature="'a11yPreventSRFocusOnHiddenElements'">
-  <h1 aria-live="polite" aria-atomic="true">{{ title$ | async }}</h1>
+  <h1 [attr.aria-live]="(ariaLive$ | async) ? 'polite' : null">
+    {{ title$ | async }}
+  </h1>
 </ng-container>
 <ng-container *cxFeature="'!a11yPreventSRFocusOnHiddenElements'">
   <!-- Hidden page title for Screen Reader initialized after view to avoid old values -->
diff --git a/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.ts b/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.ts
index dae15ce5392..3a2892af11e 100644
--- a/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.ts
+++ b/projects/storefrontlib/cms-components/navigation/breadcrumb/breadcrumb.component.ts
@@ -4,15 +4,22 @@
  * SPDX-License-Identifier: Apache-2.0
  */
 
-import { ChangeDetectionStrategy, Component, OnInit } from '@angular/core';
+import {
+  ChangeDetectionStrategy,
+  Component,
+  inject,
+  OnInit,
+} from '@angular/core';
+import { NavigationEnd, Router } from '@angular/router';
 import {
   CmsBreadcrumbsComponent,
+  FeatureConfigService,
   PageMetaService,
   TranslationService,
   useFeatureStyles,
 } from '@spartacus/core';
-import { combineLatest, Observable } from 'rxjs';
-import { map } from 'rxjs/operators';
+import { combineLatest, Observable, of } from 'rxjs';
+import { filter, map } from 'rxjs/operators';
 import { CmsComponentData } from '../../../cms-structure/page/model/cms-component-data';
 import { PageTitleComponent } from '../page-header/page-title.component';
 
@@ -24,6 +31,20 @@ import { PageTitleComponent } from '../page-header/page-title.component';
 export class BreadcrumbComponent extends PageTitleComponent implements OnInit {
   crumbs$: Observable<any[]>;
 
+  protected router = inject(Router);
+  private featureConfigService = inject(FeatureConfigService);
+
+  ariaLive$: Observable<boolean> = this.featureConfigService.isEnabled(
+    'a11yRepeatedPageTitleFix'
+  )
+    ? this.router.events.pipe(
+        filter((e) => e instanceof NavigationEnd),
+        map(() => {
+          return document.activeElement !== document.body;
+        })
+      )
+    : of(true);
+
   constructor(
     public component: CmsComponentData<CmsBreadcrumbsComponent>,
     protected pageMetaService: PageMetaService,