diff --git a/homeassistant/components/cloud/alexa_config.py b/homeassistant/components/cloud/alexa_config.py
index dc1f5c11b5d..a45469c8f97 100644
--- a/homeassistant/components/cloud/alexa_config.py
+++ b/homeassistant/components/cloud/alexa_config.py
@@ -271,15 +271,25 @@ class AlexaConfig(alexa_config.AbstractConfig):
         if not self.enabled or not self._cloud.is_logged_in:
             return
 
-        action = event.data["action"]
         entity_id = event.data["entity_id"]
+
+        if not self.should_expose(entity_id):
+            return
+
+        action = event.data["action"]
         to_update = []
         to_remove = []
 
-        if action == "create" and self.should_expose(entity_id):
+        if action == "create":
             to_update.append(entity_id)
-        elif action == "remove" and self.should_expose(entity_id):
+        elif action == "remove":
             to_remove.append(entity_id)
+        elif action == "update" and bool(
+            set(event.data["changes"]) & entity_registry.ENTITY_DESCRIBING_ATTRIBUTES
+        ):
+            to_update.append(entity_id)
+            if "old_entity_id" in event.data:
+                to_remove.append(event.data["old_entity_id"])
 
         try:
             await self._sync_helper(to_update, to_remove)
diff --git a/homeassistant/components/cloud/google_config.py b/homeassistant/components/cloud/google_config.py
index 8420a1bea7e..bb6dcaa2fe2 100644
--- a/homeassistant/components/cloud/google_config.py
+++ b/homeassistant/components/cloud/google_config.py
@@ -33,12 +33,6 @@ class CloudGoogleConfig(AbstractConfig):
         self._cur_entity_prefs = self._prefs.google_entity_configs
         self._sync_entities_lock = asyncio.Lock()
 
-        prefs.async_listen_updates(self._async_prefs_updated)
-        hass.bus.async_listen(
-            entity_registry.EVENT_ENTITY_REGISTRY_UPDATED,
-            self._handle_entity_registry_updated,
-        )
-
     @property
     def enabled(self):
         """Return if Google is enabled."""
@@ -83,6 +77,13 @@ class CloudGoogleConfig(AbstractConfig):
         # Remove bad data that was there until 0.103.6 - Jan 6, 2020
         self._store.pop_agent_user_id(self._user)
 
+        self._prefs.async_listen_updates(self._async_prefs_updated)
+
+        self.hass.bus.async_listen(
+            entity_registry.EVENT_ENTITY_REGISTRY_UPDATED,
+            self._handle_entity_registry_updated,
+        )
+
     def should_expose(self, state):
         """If a state object should be exposed."""
         return self._should_expose_entity_id(state.entity_id)
@@ -160,8 +161,14 @@ class CloudGoogleConfig(AbstractConfig):
         if not self.enabled or not self._cloud.is_logged_in:
             return
 
+        # Only consider entity registry updates if info relevant for Google has changed
+        if event.data["action"] == "update" and not bool(
+            set(event.data["changes"]) & entity_registry.ENTITY_DESCRIBING_ATTRIBUTES
+        ):
+            return
+
         entity_id = event.data["entity_id"]
 
         # Schedule a sync if a change was made to an entity that Google knows about
         if self._should_expose_entity_id(entity_id):
-            await self.async_sync_entities_all()
+            self.async_schedule_google_sync_all()
diff --git a/homeassistant/helpers/entity_registry.py b/homeassistant/helpers/entity_registry.py
index d73812c207b..10de8564fca 100644
--- a/homeassistant/helpers/entity_registry.py
+++ b/homeassistant/helpers/entity_registry.py
@@ -62,6 +62,18 @@ ATTR_RESTORED = "restored"
 STORAGE_VERSION = 1
 STORAGE_KEY = "core.entity_registry"
 
+# Attributes relevant to describing entity
+# to external services.
+ENTITY_DESCRIBING_ATTRIBUTES = {
+    "entity_id",
+    "name",
+    "original_name",
+    "capabilities",
+    "supported_features",
+    "device_class",
+    "unit_of_measurement",
+}
+
 
 @attr.s(slots=True, frozen=True)
 class RegistryEntry:
diff --git a/tests/components/cloud/test_alexa_config.py b/tests/components/cloud/test_alexa_config.py
index 508626b43f0..f65b810d690 100644
--- a/tests/components/cloud/test_alexa_config.py
+++ b/tests/components/cloud/test_alexa_config.py
@@ -165,10 +165,21 @@ async def test_alexa_entity_registry_sync(hass, mock_cloud_login, cloud_prefs):
                 "action": "update",
                 "entity_id": "light.kitchen",
                 "changes": ["entity_id"],
+                "old_entity_id": "light.living_room",
             },
         )
         await hass.async_block_till_done()
 
+    assert to_update == ["light.kitchen"]
+    assert to_remove == ["light.living_room"]
+
+    with patch_sync_helper() as (to_update, to_remove):
+        hass.bus.async_fire(
+            EVENT_ENTITY_REGISTRY_UPDATED,
+            {"action": "update", "entity_id": "light.kitchen", "changes": ["icon"]},
+        )
+        await hass.async_block_till_done()
+
     assert to_update == []
     assert to_remove == []
 
diff --git a/tests/components/cloud/test_google_config.py b/tests/components/cloud/test_google_config.py
index 1070730ba96..2474851cce8 100644
--- a/tests/components/cloud/test_google_config.py
+++ b/tests/components/cloud/test_google_config.py
@@ -1,5 +1,7 @@
 """Test the Cloud Google Config."""
-from unittest.mock import Mock, patch
+from unittest.mock import Mock
+
+from asynctest import patch
 
 from homeassistant.components.cloud import GACTIONS_SCHEMA
 from homeassistant.components.cloud.google_config import CloudGoogleConfig
@@ -105,30 +107,27 @@ async def test_google_entity_registry_sync(hass, mock_cloud_login, cloud_prefs):
     await config.async_connect_agent_user("mock-user-id")
 
     with patch.object(
-        config, "async_sync_entities", side_effect=mock_coro
+        config, "async_schedule_google_sync_all", side_effect=mock_coro
     ) as mock_sync, patch.object(ga_helpers, "SYNC_DELAY", 0):
+        # Created entity
         hass.bus.async_fire(
             EVENT_ENTITY_REGISTRY_UPDATED,
             {"action": "create", "entity_id": "light.kitchen"},
         )
         await hass.async_block_till_done()
 
-    assert len(mock_sync.mock_calls) == 1
+        assert len(mock_sync.mock_calls) == 1
 
-    with patch.object(
-        config, "async_sync_entities", side_effect=mock_coro
-    ) as mock_sync, patch.object(ga_helpers, "SYNC_DELAY", 0):
+        # Removed entity
         hass.bus.async_fire(
             EVENT_ENTITY_REGISTRY_UPDATED,
             {"action": "remove", "entity_id": "light.kitchen"},
         )
         await hass.async_block_till_done()
 
-    assert len(mock_sync.mock_calls) == 1
+        assert len(mock_sync.mock_calls) == 2
 
-    with patch.object(
-        config, "async_sync_entities", side_effect=mock_coro
-    ) as mock_sync, patch.object(ga_helpers, "SYNC_DELAY", 0):
+        # Entity registry updated with relevant changes
         hass.bus.async_fire(
             EVENT_ENTITY_REGISTRY_UPDATED,
             {
@@ -139,4 +138,13 @@ async def test_google_entity_registry_sync(hass, mock_cloud_login, cloud_prefs):
         )
         await hass.async_block_till_done()
 
-    assert len(mock_sync.mock_calls) == 1
+        assert len(mock_sync.mock_calls) == 3
+
+        # Entity registry updated with non-relevant changes
+        hass.bus.async_fire(
+            EVENT_ENTITY_REGISTRY_UPDATED,
+            {"action": "update", "entity_id": "light.kitchen", "changes": ["icon"]},
+        )
+        await hass.async_block_till_done()
+
+        assert len(mock_sync.mock_calls) == 3