diff --git a/operator/CHANGELOG.md b/operator/CHANGELOG.md
index e220f2c146275..a93f3afd03b37 100644
--- a/operator/CHANGELOG.md
+++ b/operator/CHANGELOG.md
@@ -2,6 +2,7 @@
 
 ## Release 5.9.1
 
+- [12469](https://github.com/grafana/loki/pull/12469) **btaani**: Configure Loki to use virtual-host-style URLs for S3 AWS endpoints
 - [12181](https://github.com/grafana/loki/pull/12181) **btaani**: Improve validation of provided S3 storage configuration
 - [12370](https://github.com/grafana/loki/pull/12370) **periklis**: Update Loki operand to v2.9.6
 - [12333](https://github.com/grafana/loki/pull/12333) **periklis**: Bump max OpenShift version to next release
diff --git a/operator/internal/handlers/internal/storage/secrets.go b/operator/internal/handlers/internal/storage/secrets.go
index 63b6857068a0c..6c0c116009ac1 100644
--- a/operator/internal/handlers/internal/storage/secrets.go
+++ b/operator/internal/handlers/internal/storage/secrets.go
@@ -403,7 +403,8 @@ func extractS3ConfigSecret(s *corev1.Secret, credentialMode lokiv1.CredentialMod
 		roleArn  = s.Data[storage.KeyAWSRoleArn]
 		audience = s.Data[storage.KeyAWSAudience]
 		// Optional fields
-		region = s.Data[storage.KeyAWSRegion]
+		region         = s.Data[storage.KeyAWSRegion]
+		forcePathStyle = !strings.HasSuffix(string(endpoint), awsEndpointSuffix)
 	)
 
 	sseCfg, err := extractS3SSEConfig(s.Data)
@@ -412,9 +413,10 @@ func extractS3ConfigSecret(s *corev1.Secret, credentialMode lokiv1.CredentialMod
 	}
 
 	cfg := &storage.S3StorageConfig{
-		Buckets: string(buckets),
-		Region:  string(region),
-		SSE:     sseCfg,
+		Buckets:        string(buckets),
+		Region:         string(region),
+		SSE:            sseCfg,
+		ForcePathStyle: forcePathStyle,
 	}
 
 	switch credentialMode {
diff --git a/operator/internal/handlers/internal/storage/secrets_test.go b/operator/internal/handlers/internal/storage/secrets_test.go
index 764f87ef85689..f46a471f1b80d 100644
--- a/operator/internal/handlers/internal/storage/secrets_test.go
+++ b/operator/internal/handlers/internal/storage/secrets_test.go
@@ -9,6 +9,7 @@ import (
 
 	configv1 "github.com/grafana/loki/operator/apis/config/v1"
 	lokiv1 "github.com/grafana/loki/operator/apis/loki/v1"
+	"github.com/grafana/loki/operator/internal/manifests/storage"
 )
 
 func TestHashSecretData(t *testing.T) {
@@ -561,6 +562,62 @@ func TestS3Extract(t *testing.T) {
 	}
 }
 
+func TestS3Extract_S3ForcePathStyle(t *testing.T) {
+	tt := []struct {
+		desc        string
+		secret      *corev1.Secret
+		wantOptions *storage.S3StorageConfig
+	}{
+		{
+			desc: "aws s3 endpoint",
+			secret: &corev1.Secret{
+				ObjectMeta: metav1.ObjectMeta{Name: "test"},
+				Data: map[string][]byte{
+					"endpoint":          []byte("https://s3.region.amazonaws.com"),
+					"region":            []byte("region"),
+					"bucketnames":       []byte("this,that"),
+					"access_key_id":     []byte("id"),
+					"access_key_secret": []byte("secret"),
+				},
+			},
+			wantOptions: &storage.S3StorageConfig{
+				Endpoint: "https://s3.region.amazonaws.com",
+				Region:   "region",
+				Buckets:  "this,that",
+			},
+		},
+		{
+			desc: "non-aws s3 endpoint",
+			secret: &corev1.Secret{
+				ObjectMeta: metav1.ObjectMeta{Name: "test"},
+				Data: map[string][]byte{
+					"endpoint":          []byte("https://test.default.svc.cluster.local:9000"),
+					"region":            []byte("region"),
+					"bucketnames":       []byte("this,that"),
+					"access_key_id":     []byte("id"),
+					"access_key_secret": []byte("secret"),
+				},
+			},
+			wantOptions: &storage.S3StorageConfig{
+				Endpoint:       "https://test.default.svc.cluster.local:9000",
+				Region:         "region",
+				Buckets:        "this,that",
+				ForcePathStyle: true,
+			},
+		},
+	}
+
+	for _, tc := range tt {
+		tc := tc
+		t.Run(tc.desc, func(t *testing.T) {
+			t.Parallel()
+			options, err := extractS3ConfigSecret(tc.secret, lokiv1.CredentialModeStatic)
+			require.NoError(t, err)
+			require.Equal(t, tc.wantOptions, options)
+		})
+	}
+}
+
 func TestS3Extract_WithOpenShiftTokenCCOAuth(t *testing.T) {
 	fg := configv1.FeatureGates{
 		OpenShift: configv1.OpenShiftFeatureGates{
diff --git a/operator/internal/manifests/internal/config/build_test.go b/operator/internal/manifests/internal/config/build_test.go
index 53650429196e0..4f057adee5b64 100644
--- a/operator/internal/manifests/internal/config/build_test.go
+++ b/operator/internal/manifests/internal/config/build_test.go
@@ -25,7 +25,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -245,9 +245,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -282,7 +283,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -592,9 +593,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -676,9 +678,10 @@ func TestBuild_ConfigAndRuntimeConfig_CreateLokiConfigFailed(t *testing.T) {
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -707,7 +710,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -1028,9 +1031,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -1065,7 +1069,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -1387,9 +1391,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -1424,7 +1429,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -1776,9 +1781,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -1813,7 +1819,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -2111,9 +2117,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -2151,7 +2158,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -2533,9 +2540,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -2570,7 +2578,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -2879,9 +2887,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -2916,7 +2925,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -3375,9 +3384,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -3412,7 +3422,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -3635,9 +3645,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -3672,7 +3683,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -3897,9 +3908,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -3934,7 +3946,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -4157,9 +4169,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -4194,7 +4207,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -4454,9 +4467,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 
 				SSE: storage.S3SSEConfig{
 					Type:                 storage.SSEKMSType,
@@ -4496,7 +4510,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -4753,9 +4767,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 
 				SSE: storage.S3SSEConfig{
 					Type:                 storage.SSES3Type,
@@ -4795,7 +4810,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
@@ -5011,9 +5026,10 @@ overrides:
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -5100,9 +5116,10 @@ func defaultOptions() Options {
 		ObjectStorage: storage.Options{
 			SharedStore: lokiv1.ObjectStorageSecretS3,
 			S3: &storage.S3StorageConfig{
-				Endpoint: "http://test.default.svc.cluster.local.:9000",
-				Region:   "us-east",
-				Buckets:  "loki",
+				Endpoint:       "http://test.default.svc.cluster.local.:9000",
+				Region:         "us-east",
+				Buckets:        "loki",
+				ForcePathStyle: true,
 			},
 			Schemas: []lokiv1.ObjectStorageSchema{
 				{
@@ -5284,7 +5301,7 @@ chunk_store_config:
 common:
   storage:
     s3:
-      s3: http://test.default.svc.cluster.local.:9000
+      endpoint: http://test.default.svc.cluster.local.:9000
       bucketnames: loki
       region: us-east
       access_key_id: ${AWS_ACCESS_KEY_ID}
diff --git a/operator/internal/manifests/internal/config/loki-config.yaml b/operator/internal/manifests/internal/config/loki-config.yaml
index 2b29c51806cf7..3df0ac7463881 100644
--- a/operator/internal/manifests/internal/config/loki-config.yaml
+++ b/operator/internal/manifests/internal/config/loki-config.yaml
@@ -33,12 +33,14 @@ common:
       region: {{.Region}}
       s3forcepathstyle: false
       {{- else }}
-      s3: {{ .Endpoint }}
+      endpoint: {{ .Endpoint }}
       bucketnames: {{ .Buckets }}
       region: {{ .Region }}
       access_key_id: ${AWS_ACCESS_KEY_ID}
       secret_access_key: ${AWS_ACCESS_KEY_SECRET}
+      {{- if .ForcePathStyle  }}
       s3forcepathstyle: true
+      {{- end}}
       {{- end }}
       {{- with .SSE }}
       {{- if .Type }}
diff --git a/operator/internal/manifests/storage/options.go b/operator/internal/manifests/storage/options.go
index 47779ce554793..1f8d3d904b71a 100644
--- a/operator/internal/manifests/storage/options.go
+++ b/operator/internal/manifests/storage/options.go
@@ -42,12 +42,13 @@ type GCSStorageConfig struct {
 
 // S3StorageConfig for S3 storage config
 type S3StorageConfig struct {
-	Endpoint string
-	Region   string
-	Buckets  string
-	Audience string
-	STS      bool
-	SSE      S3SSEConfig
+	Endpoint       string
+	Region         string
+	Buckets        string
+	Audience       string
+	STS            bool
+	SSE            S3SSEConfig
+	ForcePathStyle bool
 }
 
 type S3SSEType string