diff --git a/addons/product/models/product_template.py b/addons/product/models/product_template.py
index 89b3a269d4c..102ba1ca109 100644
--- a/addons/product/models/product_template.py
+++ b/addons/product/models/product_template.py
@@ -522,8 +522,12 @@ class ProductTemplate(models.Model):
         if reference_product:
             # append the reference_product if provided
             product_template_attribute_values |= reference_product.product_template_attribute_value_ids
-        product_variants = self.product_variant_ids
+            if reference_product._context.get('no_variant_attribute_values'):
+                # Add "no_variant" attribute values' exclusions
+                # They are kept in the context since they are not linked to this product variant
+                product_template_attribute_values |= reference_product._context.get('no_variant_attribute_values')
 
+        product_variants = self.product_variant_ids
         for product_template_attribute_value in product_template_attribute_values:
             # CASE 1: The whole product is excluded when no attribute values are selected in the parent product
             # returns empty recordset of product.product if so. What is checked is:
diff --git a/addons/sale/controllers/product_configurator.py b/addons/sale/controllers/product_configurator.py
index d008362316a..b23e7ee9673 100644
--- a/addons/sale/controllers/product_configurator.py
+++ b/addons/sale/controllers/product_configurator.py
@@ -57,6 +57,11 @@ class ProductConfiguratorController(http.Controller):
         compute_currency = lambda price: from_currency._convert(price, to_currency, company, date)
 
         product = product.with_context(self._get_product_context(pricelist, **kw))
+        no_variant_attribute_values = request.env['product.template.attribute.value'].browse(variant_values).filtered(
+            lambda product_template_attribute_value: product_template_attribute_value.attribute_id.create_variant == 'no_variant'
+        )
+        if no_variant_attribute_values:
+            product = product.with_context(no_variant_attribute_values=no_variant_attribute_values)
 
         has_optional_products = False
         for optional_product in product.optional_product_ids:
@@ -108,9 +113,15 @@ class ProductConfiguratorController(http.Controller):
 
         parent_exclusions = []
         if reference_product:
+            parent_attribute_value_ids = reference_product.product_template_attribute_value_ids
+            if parent_attribute_value_ids and reference_product._context.get('no_variant_attribute_values'):
+                # Add "no_variant" attribute values' exclusions
+                # They are kept in the context since they are not linked to this product variant
+                parent_attribute_value_ids |= reference_product._context.get('no_variant_attribute_values')
+
             parent_exclusions = [
                 value_id
-                for filter_line in reference_product.mapped('product_template_attribute_value_ids.exclude_for').filtered(
+                for filter_line in parent_attribute_value_ids.mapped('exclude_for').filtered(
                     lambda filter_line: filter_line.product_tmpl_id == product
                 ) for value_id in filter_line.value_ids.ids]