diff --git a/src/support/prompts-storage.js b/src/support/prompts-storage.js
index bb700edf7e..85d6002f25 100644
--- a/src/support/prompts-storage.js
+++ b/src/support/prompts-storage.js
@@ -714,12 +714,16 @@ export async function upsertPrompts({
       updated_by: updatedBy,
     };
 
-    if (match && match.status !== 'active') {
-      // eslint-disable-next-line no-continue
-      continue;
-    }
-
     if (match) {
+      // Restore-on-match: when an incoming prompt matches an existing row we
+      // update that row. This includes rows that were previously soft-deleted
+      // (status !== 'active') — the update sets status back to 'active' (via
+      // `row.status`, default 'active'), restoring the prompt. Previously a
+      // soft-deleted match was dropped entirely (no insert, no update, no
+      // restore), so re-importing an identical prompt silently no-oped while
+      // the API still returned 201 with created:0/skipped:N. Excluding the
+      // restore left brands with only soft-deleted rows unable to re-create
+      // identical prompts.
       toUpdate.push({ ...row, id: match.id });
       processed.push({ ...row, prompt_id: promptId });
     } else {
diff --git a/test/support/prompts-storage.test.js b/test/support/prompts-storage.test.js
index 9366239ed4..fccac87e94 100644
--- a/test/support/prompts-storage.test.js
+++ b/test/support/prompts-storage.test.js
@@ -886,12 +886,14 @@ describe('prompts-storage', () => {
       expect(result.updated).to.equal(1);
     });
 
-    it('skips a deleted prompt matched by prompt_id without updating or inserting', async () => {
+    it('restores a soft-deleted prompt matched by prompt_id (update back to active, no insert)', async () => {
       const deletedRow = {
         id: 'row-uuid', prompt_id: 'del-1', text: 'Deleted text', regions: [], status: 'deleted',
       };
       const existingData = { data: [deletedRow], error: null };
-      const updateStub = sinon.stub().returns({ eq: () => thenable({ error: null }) });
+      const updateEqStub = sinon.stub().returns(thenable({ error: null }));
+      const updateStub = sinon.stub().returns({ eq: updateEqStub });
+      const insertSpy = sinon.stub().returns({ select: () => thenable({ data: [], error: null }) });
       const client = {
         from: (table) => {
           if (table === 'prompts') {
@@ -904,7 +906,7 @@ describe('prompts-storage', () => {
                   }),
                 }),
               }),
-              insert: () => ({ select: () => thenable({ data: [], error: null }) }),
+              insert: insertSpy,
               update: updateStub,
             };
           }
@@ -917,13 +919,19 @@ describe('prompts-storage', () => {
         prompts: [{ id: 'del-1', prompt: 'Deleted text', regions: [] }],
         postgrestClient: client,
       });
-      expect(result.updated).to.equal(0);
+      // Match on the soft-deleted row now updates it instead of skipping.
+      expect(result.updated).to.equal(1);
       expect(result.created).to.equal(0);
-      expect(result.skipped).to.equal(1);
-      expect(updateStub.callCount).to.equal(0);
+      expect(result.skipped).to.equal(0);
+      expect(insertSpy.callCount).to.equal(0);
+      expect(updateStub.callCount).to.equal(1);
+      // The patch restores status to 'active'.
+      expect(updateStub.firstCall.args[0]).to.include({ status: 'active' });
+      // ...targeting the existing soft-deleted row by its uuid.
+      expect(updateEqStub.calledWith('id', 'row-uuid')).to.equal(true);
     });
 
-    it('skips a deleted prompt matched by text+regions without inserting', async () => {
+    it('restores a soft-deleted prompt matched by text+regions (update back to active, no insert)', async () => {
       const deletedRow = {
         id: 'row-uuid', prompt_id: 'del-2', text: 'Same text', regions: ['us'], status: 'deleted',
       };
@@ -931,6 +939,8 @@ describe('prompts-storage', () => {
       const insertSpy = sinon.stub().returns({
         select: () => thenable({ data: [], error: null }),
       });
+      const updateEqStub = sinon.stub().returns(thenable({ error: null }));
+      const updateStub = sinon.stub().returns({ eq: updateEqStub });
       const client = {
         from: (table) => {
           if (table === 'prompts') {
@@ -941,7 +951,7 @@ describe('prompts-storage', () => {
                 }),
               }),
               insert: insertSpy,
-              update: () => ({ eq: () => thenable({ error: null }) }),
+              update: updateStub,
             };
           }
           return makeChain({});
@@ -954,9 +964,13 @@ describe('prompts-storage', () => {
         prompts: [{ prompt: 'Same text', regions: ['us'] }],
         postgrestClient: client,
       });
-      expect(result.skipped).to.equal(1);
+      expect(result.updated).to.equal(1);
       expect(result.created).to.equal(0);
+      expect(result.skipped).to.equal(0);
       expect(insertSpy.callCount).to.equal(0);
+      expect(updateStub.callCount).to.equal(1);
+      expect(updateStub.firstCall.args[0]).to.include({ status: 'active' });
+      expect(updateEqStub.calledWith('id', 'row-uuid')).to.equal(true);
     });
 
     it('throws on insert error', async () => {