diff --git a/apps/cms/graphql/fragments/WebhookProduct.graphql b/apps/cms/graphql/fragments/WebhookProduct.graphql
new file mode 100644
index 0000000..c437c7c
--- /dev/null
+++ b/apps/cms/graphql/fragments/WebhookProduct.graphql
@@ -0,0 +1,36 @@
+fragment WebhookProduct on Product {
+  id
+  name
+  slug
+  media {
+    url
+  }
+  channelListings {
+    id
+    channel {
+      id
+      slug
+    }
+    isPublished
+  }
+  variants {
+    id
+    name
+    sku
+    channelListings {
+      id
+      channel {
+        id
+        slug
+      }
+      price {
+        amount
+        currency
+      }
+    }
+    metadata {
+      key
+      value
+    }
+  }
+}
diff --git a/apps/cms/src/pages/api/manifest.ts b/apps/cms/src/pages/api/manifest.ts
index 5a2a765..ceafdb4 100644
--- a/apps/cms/src/pages/api/manifest.ts
+++ b/apps/cms/src/pages/api/manifest.ts
@@ -5,6 +5,7 @@ import packageJson from "../../../package.json";
 import { productVariantUpdatedWebhook } from "./webhooks/product-variant-updated";
 import { productVariantCreatedWebhook } from "./webhooks/product-variant-created";
 import { productVariantDeletedWebhook } from "./webhooks/product-variant-deleted";
+import { productUpdatedWebhook } from "./webhooks/product-updated";
 
 export default createManifestHandler({
   async manifestFactory(context) {
@@ -19,6 +20,7 @@ export default createManifestHandler({
         productVariantCreatedWebhook.getWebhookManifest(context.appBaseUrl),
         productVariantUpdatedWebhook.getWebhookManifest(context.appBaseUrl),
         productVariantDeletedWebhook.getWebhookManifest(context.appBaseUrl),
+        productUpdatedWebhook.getWebhookManifest(context.appBaseUrl),
       ],
       extensions: [],
       author: "Saleor Commerce",
diff --git a/apps/cms/src/pages/api/webhooks/product-updated.ts b/apps/cms/src/pages/api/webhooks/product-updated.ts
new file mode 100644
index 0000000..8bd32e1
--- /dev/null
+++ b/apps/cms/src/pages/api/webhooks/product-updated.ts
@@ -0,0 +1,127 @@
+import { NextWebhookApiHandler, SaleorAsyncWebhook } from "@saleor/app-sdk/handlers/next";
+import { gql } from "urql";
+import {
+  ProductUpdatedWebhookPayloadFragment,
+  UntypedWebhookProductFragmentDoc,
+} from "../../../../generated/graphql";
+import { saleorApp } from "../../../../saleor-app";
+import { getCmsKeysFromSaleorItem } from "../../../lib/cms/client/metadata";
+import { getChannelsSlugsFromSaleorItem } from "../../../lib/cms/client/channels";
+import {
+  createCmsOperations,
+  executeCmsOperations,
+  executeMetadataUpdate,
+} from "../../../lib/cms/client";
+import { logger as pinoLogger } from "../../../lib/logger";
+import { createClient } from "../../../lib/graphql";
+import { fetchProductVariantMetadata } from "../../../lib/metadata";
+
+export const config = {
+  api: {
+    bodyParser: false,
+  },
+};
+
+export const ProductUpdatedWebhookPayload = gql`
+  ${UntypedWebhookProductFragmentDoc}
+  fragment ProductUpdatedWebhookPayload on ProductUpdated {
+    product {
+      ...WebhookProduct
+    }
+  }
+`;
+
+export const ProductUpdatedSubscription = gql`
+  ${ProductUpdatedWebhookPayload}
+  subscription ProductUpdated {
+    event {
+      ...ProductUpdatedWebhookPayload
+    }
+  }
+`;
+
+export const productUpdatedWebhook = new SaleorAsyncWebhook<ProductUpdatedWebhookPayloadFragment>({
+  name: "Cms-hub product updated webhook",
+  webhookPath: "api/webhooks/product-updated",
+  event: "PRODUCT_UPDATED",
+  apl: saleorApp.apl,
+  query: ProductUpdatedSubscription,
+});
+
+export const handler: NextWebhookApiHandler<ProductUpdatedWebhookPayloadFragment> = async (
+  req,
+  res,
+  context
+) => {
+  const { product } = context.payload;
+  const { saleorApiUrl, token } = context.authData;
+
+  const logger = pinoLogger.child({
+    product,
+  });
+  logger.debug("Called webhook PRODUCT_UPDATED");
+
+  if (!product) {
+    return res.status(500).json({
+      errors: [
+        "No product product data payload provided. Cannot process product variants syncronisation in CMS providers.",
+      ],
+    });
+  }
+
+  const client = createClient(saleorApiUrl, async () => ({
+    token: token,
+  }));
+
+  const allCMSErrors: string[] = [];
+
+  product.variants?.forEach(async (variant) => {
+    const { variants: _, ...productFields } = product;
+    const productVariant = {
+      product: productFields,
+      ...variant,
+    };
+
+    const productVariantChannels = getChannelsSlugsFromSaleorItem(productVariant);
+    const productMetadata = await fetchProductVariantMetadata(client, productVariant.id);
+    const productVariantCmsKeys = getCmsKeysFromSaleorItem({ metadata: productMetadata });
+    const cmsOperations = await createCmsOperations({
+      context,
+      client,
+      productVariantChannels: productVariantChannels,
+      productVariantCmsKeys: productVariantCmsKeys,
+    });
+    // Do not touch product variants which are not created or should be deleted.
+    // These operations should and will be performed by PRODUCT_VARIANT_CREATED and PRODUCT_VARIANT_DELETED webhooks.
+    // Otherwise we will end up with duplicated product variants in CMS providers! (or failed variant delete operations).
+    const cmsUpdateOperations = cmsOperations.filter(
+      (operation) => operation.operationType === "updateProduct"
+    );
+
+    const {
+      cmsProviderInstanceProductVariantIdsToCreate,
+      cmsProviderInstanceProductVariantIdsToDelete,
+      cmsErrors,
+    } = await executeCmsOperations({
+      cmsOperations: cmsUpdateOperations,
+      productVariant,
+    });
+
+    allCMSErrors.push(...cmsErrors);
+
+    await executeMetadataUpdate({
+      context,
+      productVariant,
+      cmsProviderInstanceIdsToCreate: cmsProviderInstanceProductVariantIdsToCreate,
+      cmsProviderInstanceIdsToDelete: cmsProviderInstanceProductVariantIdsToDelete,
+    });
+  });
+
+  if (!allCMSErrors.length) {
+    return res.status(200).end();
+  } else {
+    return res.status(500).json({ errors: allCMSErrors });
+  }
+};
+
+export default productUpdatedWebhook.createHandler(handler);