diff --git a/src/lib/features/feature-lifecycle/feature-lifecycle-store.ts b/src/lib/features/feature-lifecycle/feature-lifecycle-store.ts
index f113824b08..5b9a625ff5 100644
--- a/src/lib/features/feature-lifecycle/feature-lifecycle-store.ts
+++ b/src/lib/features/feature-lifecycle/feature-lifecycle-store.ts
@@ -58,14 +58,15 @@ export class FeatureLifecycleStore implements IFeatureLifecycleStore {
             stopTimer();
             return [];
         }
+        const baseTime = new Date();
         const result = await this.db('feature_lifecycles')
             .insert(
-                validStages.map((stage) => ({
+                validStages.map((stage, index) => ({
                     feature: stage.feature,
                     stage: stage.stage,
                     status: stage.status,
                     status_value: stage.statusValue,
-                    created_at: new Date(),
+                    created_at: new Date(baseTime.getTime() + index), // prevent identical times for stages in bulk update
                 })),
             )
             .returning('*')
diff --git a/src/lib/features/feature-lifecycle/feature-lifecycle.e2e.test.ts b/src/lib/features/feature-lifecycle/feature-lifecycle.e2e.test.ts
index ef19c39edd..daa4495a59 100644
--- a/src/lib/features/feature-lifecycle/feature-lifecycle.e2e.test.ts
+++ b/src/lib/features/feature-lifecycle/feature-lifecycle.e2e.test.ts
@@ -38,7 +38,9 @@ beforeAll(async () => {
         db.stores,
         {
             experimental: {
-                flags: {},
+                flags: {
+                    optimizeLifecycle: true,
+                },
             },
         },
         db.rawDatabase,
@@ -178,6 +180,9 @@ test('should return lifecycle stages', async () => {
             enteredStageAt: expect.any(String),
         },
     ]);
+    expect(new Date(body[2].enteredStageAt).getTime()).toBeGreaterThan(
+        new Date(body[1].enteredStageAt).getTime(),
+    );
     await expectFeatureStage('my_feature_a', 'archived');
 
     eventStore.emit(FEATURE_REVIVED, { featureName: 'my_feature_a' });