diff --git a/ctms/bin/acoustic.py b/ctms/bin/acoustic.py
index 3b852a98..a8e4a111 100755
--- a/ctms/bin/acoustic.py
+++ b/ctms/bin/acoustic.py
@@ -11,6 +11,7 @@
     bulk_schedule_acoustic_records,
     get_contacts_from_newsletter,
     get_contacts_from_waitlist,
+    reset_retry_acoustic_records,
 )
 from ctms.database import SessionLocal
 from ctms.exception_capture import init_sentry
@@ -41,6 +42,13 @@ def cli(ctx):
     default=False,
     help="Automatic yes to prompts.",
 )
+@click.option(
+    "--reset-retries",
+    is_flag=True,
+    show_default=True,
+    default=False,
+    help="Reset retry count of failing contacts",
+)
 @click.option("--email-file", type=click.File("r"))
 @click.option("--newsletter")
 @click.option("--waitlist")
@@ -48,18 +56,30 @@ def cli(ctx):
 def resync(
     ctx,
     yes: bool,
+    reset_retries: bool,
     email_file: TextIO,
     newsletter: Optional[str] = None,
     waitlist: Optional[str] = None,
 ):
     """CTMS command to sync contacts with Acoustic."""
     with SessionLocal() as dbsession:
-        return do_resync(dbsession, yes, email_file, newsletter, waitlist)
+        return do_resync(
+            dbsession, yes, reset_retries, email_file, newsletter, waitlist
+        )
 
 
 def do_resync(
-    dbsession, assume_yes=False, emails_file=None, newsletter=None, waitlist=None
+    dbsession,
+    assume_yes=False,
+    reset_retries=False,
+    emails_file=None,
+    newsletter=None,
+    waitlist=None,
 ):
+    resetted = 0
+    if reset_retries:
+        resetted = reset_retry_acoustic_records(dbsession)
+
     to_resync = []
     if emails_file:
         for line in emails_file.readlines():
@@ -77,7 +97,7 @@ def do_resync(
             raise ValueError(f"Unknown waitlist {waitlist!r}")
         to_resync.extend(c.email.primary_email for c in contacts)
 
-    print(f"Force resync of {len(to_resync)} contacts")
+    print(f"Force resync of {resetted + len(to_resync)} contacts")
     if to_resync and (assume_yes or confirm("Continue?")):
         bulk_schedule_acoustic_records(dbsession, to_resync)
         dbsession.commit()
diff --git a/ctms/crud.py b/ctms/crud.py
index 752c1336..1e67af15 100644
--- a/ctms/crud.py
+++ b/ctms/crud.py
@@ -7,7 +7,7 @@
 from typing import Any, Callable, Dict, List, Optional, Tuple, Type, TypeVar, cast
 
 from pydantic import UUID4
-from sqlalchemy import asc, or_
+from sqlalchemy import asc, or_, update
 from sqlalchemy.dialects.postgresql import insert
 from sqlalchemy.orm import Session, joinedload, load_only, selectinload
 
@@ -376,6 +376,18 @@ def bulk_schedule_acoustic_records(db: Session, primary_emails: list[str]):
     )
 
 
+def reset_retry_acoustic_records(db: Session):
+    pending_records = (
+        db.query(PendingAcousticRecord).filter(PendingAcousticRecord.retry > 0).all()
+    )
+    count = len(pending_records)
+    db.execute(
+        update(PendingAcousticRecord),
+        [{"id": record.id, "retry": 0} for record in (pending_records)],
+    )
+    return count
+
+
 def schedule_acoustic_record(
     db: Session,
     email_id: UUID4,
diff --git a/tests/unit/test_bin_acoustic_resync.py b/tests/unit/test_bin_acoustic_resync.py
index 803f8f51..a9520500 100644
--- a/tests/unit/test_bin_acoustic_resync.py
+++ b/tests/unit/test_bin_acoustic_resync.py
@@ -32,3 +32,21 @@ def test_main_force_resync_by_email_list(dbsession, sample_contacts, tmpdir):
     do_resync(dbsession, assume_yes=True, emails_file=f)
 
     assert len(dbsession.query(PendingAcousticRecord).all()) > 0
+
+
+def test_main_force_resync_by_reset_retry(dbsession, sample_contacts, tmpdir):
+    _, some_contact = sample_contacts["maximal"]
+    record = PendingAcousticRecord(email_id=some_contact.email.email_id, retry=99)
+    dbsession.add(record)
+    dbsession.flush()
+
+    do_resync(dbsession, reset_retries=True)
+
+    assert (
+        len(
+            dbsession.query(PendingAcousticRecord)
+            .filter(PendingAcousticRecord.retry > 0)
+            .all()
+        )
+        == 0
+    )