diff --git a/homeassistant/components/rest/sensor.py b/homeassistant/components/rest/sensor.py
index 9f8c33ad6df..422ce84cc46 100644
--- a/homeassistant/components/rest/sensor.py
+++ b/homeassistant/components/rest/sensor.py
@@ -11,8 +11,10 @@ from homeassistant.components.sensor import (
     CONF_STATE_CLASS,
     DOMAIN as SENSOR_DOMAIN,
     PLATFORM_SCHEMA,
+    SensorDeviceClass,
     SensorEntity,
 )
+from homeassistant.components.sensor.helpers import async_parse_date_datetime
 from homeassistant.const import (
     CONF_DEVICE_CLASS,
     CONF_FORCE_UPDATE,
@@ -186,4 +188,13 @@ class RestSensor(RestEntity, SensorEntity):
                 value, None
             )
 
-        self._state = value
+        if value is None or self.device_class not in (
+            SensorDeviceClass.DATE,
+            SensorDeviceClass.TIMESTAMP,
+        ):
+            self._state = value
+            return
+
+        self._state = async_parse_date_datetime(
+            value, self.entity_id, self.device_class
+        )
diff --git a/homeassistant/components/sensor/helpers.py b/homeassistant/components/sensor/helpers.py
new file mode 100644
index 00000000000..a3f5e3827bf
--- /dev/null
+++ b/homeassistant/components/sensor/helpers.py
@@ -0,0 +1,38 @@
+"""Helpers for sensor entities."""
+from __future__ import annotations
+
+from datetime import date, datetime
+import logging
+
+from homeassistant.core import callback
+from homeassistant.util import dt as dt_util
+
+from . import SensorDeviceClass
+
+_LOGGER = logging.getLogger(__name__)
+
+
+@callback
+def async_parse_date_datetime(
+    value: str, entity_id: str, device_class: SensorDeviceClass | str | None
+) -> datetime | date | None:
+    """Parse datetime string to a data or datetime."""
+    if device_class == SensorDeviceClass.TIMESTAMP:
+        if (parsed_timestamp := dt_util.parse_datetime(value)) is None:
+            _LOGGER.warning("%s rendered invalid timestamp: %s", entity_id, value)
+            return None
+
+        if parsed_timestamp.tzinfo is None:
+            _LOGGER.warning(
+                "%s rendered timestamp without timezone: %s", entity_id, value
+            )
+            return None
+
+        return parsed_timestamp
+
+    # Date device class
+    if (parsed_date := dt_util.parse_date(value)) is not None:
+        return parsed_date
+
+    _LOGGER.warning("%s rendered invalid date %s", entity_id, value)
+    return None
diff --git a/homeassistant/components/template/sensor.py b/homeassistant/components/template/sensor.py
index 18ae8af8569..18d0be616d4 100644
--- a/homeassistant/components/template/sensor.py
+++ b/homeassistant/components/template/sensor.py
@@ -2,7 +2,6 @@
 from __future__ import annotations
 
 from datetime import date, datetime
-import logging
 from typing import Any
 
 import voluptuous as vol
@@ -17,6 +16,7 @@ from homeassistant.components.sensor import (
     SensorDeviceClass,
     SensorEntity,
 )
+from homeassistant.components.sensor.helpers import async_parse_date_datetime
 from homeassistant.const import (
     ATTR_ENTITY_ID,
     CONF_DEVICE_CLASS,
@@ -35,7 +35,6 @@ from homeassistant.core import HomeAssistant, callback
 from homeassistant.exceptions import TemplateError
 from homeassistant.helpers import config_validation as cv, template
 from homeassistant.helpers.entity import async_generate_entity_id
-from homeassistant.util import dt as dt_util
 
 from .const import (
     CONF_ATTRIBUTE_TEMPLATES,
@@ -89,7 +88,6 @@ LEGACY_SENSOR_SCHEMA = vol.All(
         }
     ),
 )
-_LOGGER = logging.getLogger(__name__)
 
 
 def extra_validation_checks(val):
@@ -184,32 +182,6 @@ async def async_setup_platform(hass, config, async_add_entities, discovery_info=
     )
 
 
-@callback
-def _async_parse_date_datetime(
-    value: str, entity_id: str, device_class: SensorDeviceClass | str | None
-) -> datetime | date | None:
-    """Parse datetime."""
-    if device_class == SensorDeviceClass.TIMESTAMP:
-        if (parsed_timestamp := dt_util.parse_datetime(value)) is None:
-            _LOGGER.warning("%s rendered invalid timestamp: %s", entity_id, value)
-            return None
-
-        if parsed_timestamp.tzinfo is None:
-            _LOGGER.warning(
-                "%s rendered timestamp without timezone: %s", entity_id, value
-            )
-            return None
-
-        return parsed_timestamp
-
-    # Date device class
-    if (parsed_date := dt_util.parse_date(value)) is not None:
-        return parsed_date
-
-    _LOGGER.warning("%s rendered invalid date %s", entity_id, value)
-    return None
-
-
 class SensorTemplate(TemplateEntity, SensorEntity):
     """Representation of a Template Sensor."""
 
@@ -269,7 +241,7 @@ class SensorTemplate(TemplateEntity, SensorEntity):
             self._attr_native_value = result
             return
 
-        self._attr_native_value = _async_parse_date_datetime(
+        self._attr_native_value = async_parse_date_datetime(
             result, self.entity_id, self.device_class
         )
 
@@ -303,6 +275,6 @@ class TriggerSensorEntity(TriggerEntity, SensorEntity):
         ):
             return
 
-        self._rendered[CONF_STATE] = _async_parse_date_datetime(
+        self._rendered[CONF_STATE] = async_parse_date_datetime(
             state, self.entity_id, self.device_class
         )
diff --git a/tests/components/rest/test_sensor.py b/tests/components/rest/test_sensor.py
index d37fb047f8f..fb826eefd78 100644
--- a/tests/components/rest/test_sensor.py
+++ b/tests/components/rest/test_sensor.py
@@ -16,6 +16,7 @@ from homeassistant.const import (
     CONTENT_TYPE_JSON,
     DATA_MEGABYTES,
     DEVICE_CLASS_TEMPERATURE,
+    DEVICE_CLASS_TIMESTAMP,
     SERVICE_RELOAD,
     STATE_UNKNOWN,
     TEMP_CELSIUS,
@@ -218,6 +219,68 @@ async def test_setup_get(hass):
     assert state.attributes[sensor.ATTR_STATE_CLASS] == sensor.STATE_CLASS_MEASUREMENT
 
 
+@respx.mock
+async def test_setup_timestamp(hass, caplog):
+    """Test setup with valid configuration."""
+    respx.get("http://localhost").respond(
+        status_code=HTTPStatus.OK, json={"key": "2021-11-11 11:39Z"}
+    )
+    assert await async_setup_component(
+        hass,
+        "sensor",
+        {
+            "sensor": {
+                "platform": "rest",
+                "resource": "http://localhost",
+                "method": "GET",
+                "value_template": "{{ value_json.key }}",
+                "device_class": DEVICE_CLASS_TIMESTAMP,
+                "state_class": sensor.STATE_CLASS_MEASUREMENT,
+            }
+        },
+    )
+    await async_setup_component(hass, "homeassistant", {})
+
+    await hass.async_block_till_done()
+    assert len(hass.states.async_all("sensor")) == 1
+
+    state = hass.states.get("sensor.rest_sensor")
+    assert state.state == "2021-11-11T11:39:00+00:00"
+    assert state.attributes[ATTR_DEVICE_CLASS] == DEVICE_CLASS_TIMESTAMP
+    assert "sensor.rest_sensor rendered invalid timestamp" not in caplog.text
+    assert "sensor.rest_sensor rendered timestamp without timezone" not in caplog.text
+
+    # Bad response: Not a timestamp
+    respx.get("http://localhost").respond(
+        status_code=HTTPStatus.OK, json={"key": "invalid time stamp"}
+    )
+    await hass.services.async_call(
+        "homeassistant",
+        "update_entity",
+        {ATTR_ENTITY_ID: ["sensor.rest_sensor"]},
+        blocking=True,
+    )
+    state = hass.states.get("sensor.rest_sensor")
+    assert state.state == "unknown"
+    assert state.attributes[ATTR_DEVICE_CLASS] == DEVICE_CLASS_TIMESTAMP
+    assert "sensor.rest_sensor rendered invalid timestamp" in caplog.text
+
+    # Bad response: No timezone
+    respx.get("http://localhost").respond(
+        status_code=HTTPStatus.OK, json={"key": "2021-10-11 11:39"}
+    )
+    await hass.services.async_call(
+        "homeassistant",
+        "update_entity",
+        {ATTR_ENTITY_ID: ["sensor.rest_sensor"]},
+        blocking=True,
+    )
+    state = hass.states.get("sensor.rest_sensor")
+    assert state.state == "unknown"
+    assert state.attributes[ATTR_DEVICE_CLASS] == DEVICE_CLASS_TIMESTAMP
+    assert "sensor.rest_sensor rendered timestamp without timezone" in caplog.text
+
+
 @respx.mock
 async def test_setup_get_templated_headers_params(hass):
     """Test setup with valid configuration."""
diff --git a/tests/components/sensor/test_helpers.py b/tests/components/sensor/test_helpers.py
new file mode 100644
index 00000000000..d43443b85ba
--- /dev/null
+++ b/tests/components/sensor/test_helpers.py
@@ -0,0 +1,38 @@
+"""The test for sensor helpers."""
+from homeassistant.components.sensor import SensorDeviceClass
+from homeassistant.components.sensor.helpers import async_parse_date_datetime
+
+
+def test_async_parse_datetime(caplog):
+    """Test async_parse_date_datetime."""
+    entity_id = "sensor.timestamp"
+    device_class = SensorDeviceClass.TIMESTAMP
+    assert (
+        async_parse_date_datetime(
+            "2021-12-12 12:12Z", entity_id, device_class
+        ).isoformat()
+        == "2021-12-12T12:12:00+00:00"
+    )
+    assert not caplog.text
+
+    # No timezone
+    assert (
+        async_parse_date_datetime("2021-12-12 12:12", entity_id, device_class) is None
+    )
+    assert "sensor.timestamp rendered timestamp without timezone" in caplog.text
+
+    # Invalid timestamp
+    assert async_parse_date_datetime("12 past 12", entity_id, device_class) is None
+    assert "sensor.timestamp rendered invalid timestamp: 12 past 12" in caplog.text
+
+    device_class = SensorDeviceClass.DATE
+    caplog.clear()
+    assert (
+        async_parse_date_datetime("2021-12-12", entity_id, device_class).isoformat()
+        == "2021-12-12"
+    )
+    assert not caplog.text
+
+    # Invalid date
+    assert async_parse_date_datetime("December 12th", entity_id, device_class) is None
+    assert "sensor.timestamp rendered invalid date December 12th" in caplog.text
diff --git a/tests/components/sensor/test_init.py b/tests/components/sensor/test_init.py
index 67f750ece96..d5deee41679 100644
--- a/tests/components/sensor/test_init.py
+++ b/tests/components/sensor/test_init.py
@@ -1,4 +1,4 @@
-"""The test for sensor device automation."""
+"""The test for sensor entity."""
 from datetime import date, datetime, timezone
 
 import pytest