diff --git a/drivers/net/ethernet/intel/i40e/i40e_main.c b/drivers/net/ethernet/intel/i40e/i40e_main.c
index 5f7f5147f9a7..3978b66dcffd 100644
--- a/drivers/net/ethernet/intel/i40e/i40e_main.c
+++ b/drivers/net/ethernet/intel/i40e/i40e_main.c
@@ -14606,25 +14606,23 @@ static bool i40e_check_recovery_mode(struct i40e_pf *pf)
  **/
 static i40e_status i40e_pf_loop_reset(struct i40e_pf *pf)
 {
-	const unsigned short MAX_CNT = 1000;
-	const unsigned short MSECS = 10;
+	/* wait max 10 seconds for PF reset to succeed */
+	const unsigned long time_end = jiffies + 10 * HZ;
+
 	struct i40e_hw *hw = &pf->hw;
 	i40e_status ret;
-	int cnt;
 
-	for (cnt = 0; cnt < MAX_CNT; ++cnt) {
+	ret = i40e_pf_reset(hw);
+	while (ret != I40E_SUCCESS && time_before(jiffies, time_end)) {
+		usleep_range(10000, 20000);
 		ret = i40e_pf_reset(hw);
-		if (!ret)
-			break;
-		msleep(MSECS);
 	}
 
-	if (cnt == MAX_CNT) {
+	if (ret == I40E_SUCCESS)
+		pf->pfr_count++;
+	else
 		dev_info(&pf->pdev->dev, "PF reset failed: %d\n", ret);
-		return ret;
-	}
 
-	pf->pfr_count++;
 	return ret;
 }