diff --git a/addons/website_sale/__manifest__.py b/addons/website_sale/__manifest__.py
index 756d1963e02..7553589e16e 100644
--- a/addons/website_sale/__manifest__.py
+++ b/addons/website_sale/__manifest__.py
@@ -17,6 +17,7 @@
         'data/mail_template_data.xml',
         'data/product_snippet_template_data.xml',
         'data/digest_data.xml',
+        'views/product_attribute_views.xml',
         'views/product_views.xml',
         'views/account_views.xml',
         'views/onboarding_views.xml',
diff --git a/addons/website_sale/controllers/main.py b/addons/website_sale/controllers/main.py
index 4a3331bbf3d..8258bb80fc1 100644
--- a/addons/website_sale/controllers/main.py
+++ b/addons/website_sale/controllers/main.py
@@ -343,7 +343,10 @@ class WebsiteSale(http.Controller):
         ProductAttribute = request.env['product.attribute']
         if products:
             # get all products without limit
-            attributes = ProductAttribute.search([('product_tmpl_ids', 'in', search_product.ids)])
+            attributes = ProductAttribute.search([
+                ('product_tmpl_ids', 'in', search_product.ids),
+                ('visibility', '=', 'visible'),
+            ])
         else:
             attributes = ProductAttribute.browse(attributes_ids)
 
diff --git a/addons/website_sale/data/data.xml b/addons/website_sale/data/data.xml
index f491f9252ac..7aa8d1e412b 100644
--- a/addons/website_sale/data/data.xml
+++ b/addons/website_sale/data/data.xml
@@ -18,6 +18,11 @@
             <field name="state">open</field>
         </record>
 
+        <record id="product_attribute_brand" model="product.attribute">
+            <field name="name">Brand</field>
+            <field name="sequence">0</field>
+        </record>
+
         <record id="website_sale.sale_ribbon" model="product.ribbon">
             <field name="html">Sale</field>
             <field name="html_class">bg-success o_ribbon_left</field>
diff --git a/addons/website_sale/data/demo.xml b/addons/website_sale/data/demo.xml
index 286160e99a0..7e297a3f89a 100644
--- a/addons/website_sale/data/demo.xml
+++ b/addons/website_sale/data/demo.xml
@@ -5,6 +5,10 @@
             <field name="salesteam_id" ref="sales_team.salesteam_website_sales"/>
         </record>
 
+        <record id="product.product_attribute_2" model="product.attribute">
+            <field name="visibility">hidden</field>
+        </record>
+
         <record id="product.product_product_24" model="product.product">
             <field name="is_published" eval="True"/>
         </record>
diff --git a/addons/website_sale/models/product_attribute.py b/addons/website_sale/models/product_attribute.py
index 67bbe3a832c..805d5cfa9c3 100644
--- a/addons/website_sale/models/product_attribute.py
+++ b/addons/website_sale/models/product_attribute.py
@@ -3,7 +3,13 @@
 
 from collections import OrderedDict
 
-from odoo import models
+from odoo import models, fields
+
+
+class ProductAttribute(models.Model):
+    _inherit = 'product.attribute'
+
+    visibility = fields.Selection([('visible', 'Visible'), ('hidden', 'Hidden')], default='visible')
 
 
 class ProductTemplateAttributeLine(models.Model):
diff --git a/addons/website_sale/tests/test_customize.py b/addons/website_sale/tests/test_customize.py
index 285a70d66bc..f15086100c1 100644
--- a/addons/website_sale/tests/test_customize.py
+++ b/addons/website_sale/tests/test_customize.py
@@ -23,6 +23,7 @@ class TestUi(HttpCaseWithUserDemo, HttpCaseWithUserPortal):
 
         product_attribute = self.env['product.attribute'].create({
             'name': 'Legs',
+            'visibility': 'visible',
             'sequence': 10,
         })
         product_attribute_value_1 = self.env['product.attribute.value'].create({
diff --git a/addons/website_sale/views/product_attribute_views.xml b/addons/website_sale/views/product_attribute_views.xml
new file mode 100644
index 00000000000..f4b70231196
--- /dev/null
+++ b/addons/website_sale/views/product_attribute_views.xml
@@ -0,0 +1,23 @@
+<?xml version="1.0" encoding="utf-8"?>
+<odoo>
+    <record id="product_attribute_view_form" model="ir.ui.view">
+        <field name="name">product.attribute.view.form</field>
+        <field name="model">product.attribute</field>
+        <field name="inherit_id" ref="product.product_attribute_view_form"/>
+        <field name="arch" type="xml">
+            <field name="create_variant" position="after">
+                <field name="visibility" string="eCommerce Filter Visibility" widget="radio"/>
+            </field>
+        </field>
+    </record>
+    <record id="attribute_tree_view" model="ir.ui.view">
+        <field name="name">product.attribute.tree</field>
+        <field name="model">product.attribute</field>
+        <field name="inherit_id" ref="product.attribute_tree_view"/>
+        <field name="arch" type="xml">
+            <field name="create_variant" position="after">
+                <field name="visibility" string="eCommerce Filter Visibility"/>
+            </field>
+        </field>
+    </record>
+</odoo>
diff --git a/addons/website_sale_comparison/data/website_sale_comparison_demo.xml b/addons/website_sale_comparison/data/website_sale_comparison_demo.xml
index 1008bbc1bfc..f22e71d62f2 100644
--- a/addons/website_sale_comparison/data/website_sale_comparison_demo.xml
+++ b/addons/website_sale_comparison/data/website_sale_comparison_demo.xml
@@ -22,13 +22,12 @@
         <field name="category_id" ref="product_attribute_category_general_features"/>
     </record>
 
-    <record id="product_attribute_1" model="product.attribute">
-        <field name="name">Brand</field>
+    <record id="website_sale.product_attribute_brand" model="product.attribute">
         <field name="category_id" ref="product_attribute_category_general_features"/>
     </record>
     <record id="product_attribute_value_1" model="product.attribute.value">
         <field name="name">Apple</field>
-        <field name="attribute_id" ref="product_attribute_1"/>
+        <field name="attribute_id" ref="website_sale.product_attribute_brand"/>
     </record>
 
     <record id="product_attribute_7" model="product.attribute">
@@ -51,7 +50,7 @@
 
     <record id="product_6_attribute_1_product_template_attribute_line" model="product.template.attribute.line">
         <field name="product_tmpl_id" ref="product.product_product_6_product_template"/>
-        <field name="attribute_id" ref="product_attribute_1"/>
+        <field name="attribute_id" ref="website_sale.product_attribute_brand"/>
         <field name="value_ids" eval="[(6,0,[ref('product_attribute_value_1')])]"/>
     </record>
     <record id="product_6_attribute_7_product_template_attribute_line" model="product.template.attribute.line">