diff --git a/homeassistant/components/ipp/__init__.py b/homeassistant/components/ipp/__init__.py
index 81d77b27a3e..5979caa37db 100644
--- a/homeassistant/components/ipp/__init__.py
+++ b/homeassistant/components/ipp/__init__.py
@@ -134,13 +134,18 @@ class IPPEntity(Entity):
         enabled_default: bool = True,
     ) -> None:
         """Initialize the IPP entity."""
+        self._device_id = None
         self._enabled_default = enabled_default
         self._entry_id = entry_id
         self._icon = icon
         self._name = name
-        self._unsub_dispatcher = None
         self.coordinator = coordinator
 
+        if coordinator.data.info.uuid is not None:
+            self._device_id = coordinator.data.info.uuid
+        elif coordinator.data.info.serial is not None:
+            self._device_id = coordinator.data.info.serial
+
     @property
     def name(self) -> str:
         """Return the name of the entity."""
@@ -179,8 +184,11 @@ class IPPEntity(Entity):
     @property
     def device_info(self) -> Dict[str, Any]:
         """Return device information about this IPP device."""
+        if self._device_id is None:
+            return None
+
         return {
-            ATTR_IDENTIFIERS: {(DOMAIN, self.coordinator.data.info.uuid)},
+            ATTR_IDENTIFIERS: {(DOMAIN, self._device_id)},
             ATTR_NAME: self.coordinator.data.info.name,
             ATTR_MANUFACTURER: self.coordinator.data.info.manufacturer,
             ATTR_MODEL: self.coordinator.data.info.model,
diff --git a/homeassistant/components/ipp/config_flow.py b/homeassistant/components/ipp/config_flow.py
index 32474881a87..7d1c3d1b1b8 100644
--- a/homeassistant/components/ipp/config_flow.py
+++ b/homeassistant/components/ipp/config_flow.py
@@ -24,7 +24,7 @@ from homeassistant.const import (
 from homeassistant.helpers.aiohttp_client import async_get_clientsession
 from homeassistant.helpers.typing import ConfigType, HomeAssistantType
 
-from .const import CONF_BASE_PATH, CONF_UUID
+from .const import CONF_BASE_PATH, CONF_SERIAL, CONF_UUID
 from .const import DOMAIN  # pylint: disable=unused-import
 
 _LOGGER = logging.getLogger(__name__)
@@ -47,7 +47,7 @@ async def validate_input(hass: HomeAssistantType, data: dict) -> Dict[str, Any]:
 
     printer = await ipp.printer()
 
-    return {CONF_UUID: printer.info.uuid}
+    return {CONF_SERIAL: printer.info.serial, CONF_UUID: printer.info.uuid}
 
 
 class IPPFlowHandler(ConfigFlow, domain=DOMAIN):
@@ -83,20 +83,28 @@ class IPPFlowHandler(ConfigFlow, domain=DOMAIN):
             _LOGGER.debug("IPP Error", exc_info=True)
             return self.async_abort(reason="ipp_error")
 
-        user_input[CONF_UUID] = info[CONF_UUID]
+        unique_id = user_input[CONF_UUID] = info[CONF_UUID]
 
-        await self.async_set_unique_id(user_input[CONF_UUID])
+        if unique_id is None and info[CONF_SERIAL] is not None:
+            _LOGGER.debug(
+                "Printer UUID is missing from IPP response. Falling back to IPP serial number"
+            )
+            unique_id = info[CONF_SERIAL]
+        elif unique_id is None:
+            _LOGGER.debug("Unable to determine unique id from IPP response")
+
+        await self.async_set_unique_id(unique_id)
         self._abort_if_unique_id_configured(updates={CONF_HOST: user_input[CONF_HOST]})
 
         return self.async_create_entry(title=user_input[CONF_HOST], data=user_input)
 
     async def async_step_zeroconf(self, discovery_info: ConfigType) -> Dict[str, Any]:
         """Handle zeroconf discovery."""
-        # Hostname is format: EPSON123456.local.
-        host = discovery_info["hostname"].rstrip(".")
-        port = discovery_info["port"]
-        name, _ = host.rsplit(".")
-        tls = discovery_info["type"] == "_ipps._tcp.local."
+        port = discovery_info[CONF_PORT]
+        zctype = discovery_info["type"]
+        name = discovery_info[CONF_NAME].replace(f".{zctype}", "")
+        tls = zctype == "_ipps._tcp.local."
+        base_path = discovery_info["properties"].get("rp", "ipp/print")
 
         # pylint: disable=no-member # https://github.com/PyCQA/pylint/issues/3167
         self.context.update({"title_placeholders": {"name": name}})
@@ -107,8 +115,7 @@ class IPPFlowHandler(ConfigFlow, domain=DOMAIN):
                 CONF_PORT: port,
                 CONF_SSL: tls,
                 CONF_VERIFY_SSL: False,
-                CONF_BASE_PATH: "/"
-                + discovery_info["properties"].get("rp", "ipp/print"),
+                CONF_BASE_PATH: f"/{base_path}",
                 CONF_NAME: name,
                 CONF_UUID: discovery_info["properties"].get("UUID"),
             }
@@ -130,12 +137,28 @@ class IPPFlowHandler(ConfigFlow, domain=DOMAIN):
             _LOGGER.debug("IPP Error", exc_info=True)
             return self.async_abort(reason="ipp_error")
 
-        if info[CONF_UUID] is not None:
-            self.discovery_info[CONF_UUID] = info[CONF_UUID]
+        unique_id = self.discovery_info[CONF_UUID]
+        if unique_id is None and info[CONF_UUID] is not None:
+            _LOGGER.debug(
+                "Printer UUID is missing from discovery info. Falling back to IPP UUID"
+            )
+            unique_id = self.discovery_info[CONF_UUID] = info[CONF_UUID]
+        elif unique_id is None and info[CONF_SERIAL] is not None:
+            _LOGGER.debug(
+                "Printer UUID is missing from discovery info and IPP response. Falling back to IPP serial number"
+            )
+            unique_id = info[CONF_SERIAL]
+        elif unique_id is None:
+            _LOGGER.debug(
+                "Unable to determine unique id from discovery info and IPP response"
+            )
 
-        await self.async_set_unique_id(self.discovery_info[CONF_UUID])
+        await self.async_set_unique_id(unique_id)
         self._abort_if_unique_id_configured(
-            updates={CONF_HOST: self.discovery_info[CONF_HOST]}
+            updates={
+                CONF_HOST: self.discovery_info[CONF_HOST],
+                CONF_NAME: self.discovery_info[CONF_NAME],
+            },
         )
 
         return await self.async_step_zeroconf_confirm()
diff --git a/homeassistant/components/ipp/const.py b/homeassistant/components/ipp/const.py
index 7caf60b7edd..a5345f4145e 100644
--- a/homeassistant/components/ipp/const.py
+++ b/homeassistant/components/ipp/const.py
@@ -21,5 +21,6 @@ ATTR_URI_SUPPORTED = "uri_supported"
 
 # Config Keys
 CONF_BASE_PATH = "base_path"
+CONF_SERIAL = "serial"
 CONF_TLS = "tls"
 CONF_UUID = "uuid"
diff --git a/homeassistant/components/ipp/sensor.py b/homeassistant/components/ipp/sensor.py
index fd278d3df2e..5c29be09d94 100644
--- a/homeassistant/components/ipp/sensor.py
+++ b/homeassistant/components/ipp/sensor.py
@@ -60,6 +60,12 @@ class IPPSensor(IPPEntity):
         """Initialize IPP sensor."""
         self._unit_of_measurement = unit_of_measurement
         self._key = key
+        self._unique_id = None
+
+        if coordinator.data.info.uuid is not None:
+            self._unique_id = f"{coordinator.data.info.uuid}_{key}"
+        elif coordinator.data.info.serial is not None:
+            self._unique_id = f"{coordinator.data.info.serial}_{key}"
 
         super().__init__(
             entry_id=entry_id,
@@ -72,7 +78,7 @@ class IPPSensor(IPPEntity):
     @property
     def unique_id(self) -> str:
         """Return the unique ID for this sensor."""
-        return f"{self.coordinator.data.info.uuid}_{self._key}"
+        return self._unique_id
 
     @property
     def unit_of_measurement(self) -> str:
diff --git a/tests/components/ipp/__init__.py b/tests/components/ipp/__init__.py
index 1c52c557024..a8c79324494 100644
--- a/tests/components/ipp/__init__.py
+++ b/tests/components/ipp/__init__.py
@@ -21,7 +21,7 @@ ATTR_PROPERTIES = "properties"
 IPP_ZEROCONF_SERVICE_TYPE = "_ipp._tcp.local."
 IPPS_ZEROCONF_SERVICE_TYPE = "_ipps._tcp.local."
 
-ZEROCONF_NAME = "EPSON123456"
+ZEROCONF_NAME = "EPSON XP-6000 Series"
 ZEROCONF_HOST = "192.168.1.31"
 ZEROCONF_HOSTNAME = "EPSON123456.local."
 ZEROCONF_PORT = 631
diff --git a/tests/components/ipp/test_config_flow.py b/tests/components/ipp/test_config_flow.py
index 5229881fbf4..fb75ba9caef 100644
--- a/tests/components/ipp/test_config_flow.py
+++ b/tests/components/ipp/test_config_flow.py
@@ -50,7 +50,7 @@ async def test_show_zeroconf_form(
 
     assert result["step_id"] == "zeroconf_confirm"
     assert result["type"] == RESULT_TYPE_FORM
-    assert result["description_placeholders"] == {CONF_NAME: "EPSON123456"}
+    assert result["description_placeholders"] == {CONF_NAME: "EPSON XP-6000 Series"}
 
 
 async def test_connection_error(
@@ -276,8 +276,13 @@ async def test_zeroconf_with_uuid_device_exists_abort(
     """Test we abort zeroconf flow if printer already configured."""
     await init_integration(hass, aioclient_mock)
 
-    discovery_info = MOCK_ZEROCONF_IPP_SERVICE_INFO.copy()
-    discovery_info["properties"]["UUID"] = "cfe92100-67c4-11d4-a45f-f8d027761251"
+    discovery_info = {
+        **MOCK_ZEROCONF_IPP_SERVICE_INFO,
+        "properties": {
+            **MOCK_ZEROCONF_IPP_SERVICE_INFO["properties"],
+            "UUID": "cfe92100-67c4-11d4-a45f-f8d027761251",
+        },
+    }
     result = await hass.config_entries.flow.async_init(
         DOMAIN, context={"source": SOURCE_ZEROCONF}, data=discovery_info,
     )
@@ -315,6 +320,9 @@ async def test_full_user_flow_implementation(
     assert result["data"][CONF_HOST] == "192.168.1.31"
     assert result["data"][CONF_UUID] == "cfe92100-67c4-11d4-a45f-f8d027761251"
 
+    assert result["result"]
+    assert result["result"].unique_id == "cfe92100-67c4-11d4-a45f-f8d027761251"
+
 
 async def test_full_zeroconf_flow_implementation(
     hass: HomeAssistant, aioclient_mock: AiohttpClientMocker
@@ -339,13 +347,17 @@ async def test_full_zeroconf_flow_implementation(
     )
 
     assert result["type"] == RESULT_TYPE_CREATE_ENTRY
-    assert result["title"] == "EPSON123456"
+    assert result["title"] == "EPSON XP-6000 Series"
 
     assert result["data"]
     assert result["data"][CONF_HOST] == "192.168.1.31"
+    assert result["data"][CONF_NAME] == "EPSON XP-6000 Series"
     assert result["data"][CONF_UUID] == "cfe92100-67c4-11d4-a45f-f8d027761251"
     assert not result["data"][CONF_SSL]
 
+    assert result["result"]
+    assert result["result"].unique_id == "cfe92100-67c4-11d4-a45f-f8d027761251"
+
 
 async def test_full_zeroconf_tls_flow_implementation(
     hass: HomeAssistant, aioclient_mock: AiohttpClientMocker
@@ -364,17 +376,20 @@ async def test_full_zeroconf_tls_flow_implementation(
 
     assert result["step_id"] == "zeroconf_confirm"
     assert result["type"] == RESULT_TYPE_FORM
-    assert result["description_placeholders"] == {CONF_NAME: "EPSON123456"}
+    assert result["description_placeholders"] == {CONF_NAME: "EPSON XP-6000 Series"}
 
     result = await hass.config_entries.flow.async_configure(
         result["flow_id"], user_input={}
     )
 
     assert result["type"] == RESULT_TYPE_CREATE_ENTRY
-    assert result["title"] == "EPSON123456"
+    assert result["title"] == "EPSON XP-6000 Series"
 
     assert result["data"]
     assert result["data"][CONF_HOST] == "192.168.1.31"
-    assert result["data"][CONF_NAME] == "EPSON123456"
+    assert result["data"][CONF_NAME] == "EPSON XP-6000 Series"
     assert result["data"][CONF_UUID] == "cfe92100-67c4-11d4-a45f-f8d027761251"
     assert result["data"][CONF_SSL]
+
+    assert result["result"]
+    assert result["result"].unique_id == "cfe92100-67c4-11d4-a45f-f8d027761251"