diff --git a/esphome/components/nrf52/dfu.cpp b/esphome/components/nrf52/dfu.cpp
index 24dee99726..0122ed9b31 100644
--- a/esphome/components/nrf52/dfu.cpp
+++ b/esphome/components/nrf52/dfu.cpp
@@ -28,6 +28,7 @@ void DeviceFirmwareUpdate::setup() {
         this->reset_pin_->digital_write(true);
       } else {
         NRF_POWER->GPREGRET = DFU_MAGIC_UF2_RESET;
+        arch_feed_wdt();
         App.reboot();
       }
     }
diff --git a/esphome/components/zephyr/hal.cpp b/esphome/components/zephyr/hal.cpp
index ad8ed5c95c..10e8340a40 100644
--- a/esphome/components/zephyr/hal.cpp
+++ b/esphome/components/zephyr/hal.cpp
@@ -27,7 +27,11 @@ void arch_init() {
   if (device_is_ready(WDT)) {
     static wdt_timeout_cfg wdt_config{};
     wdt_config.flags = WDT_FLAG_RESET_SOC;
-#ifdef USE_ZIGBEE
+#ifndef USE_BOOTLOADER_MCUBOOT
+    // Adafruit bootloader doesn't feed the WDT while
+    // erasing flash during a firmware update, so a shorter timeout can break the update.
+    wdt_config.window.max = 30000;
+#elif defined(USE_ZIGBEE)
     // zboss thread uses a lot of CPU cycles during startup
     wdt_config.window.max = 10000;
 #else