diff --git a/packages/wxt/src/core/utils/content-scripts.ts b/packages/wxt/src/core/utils/content-scripts.ts
index 416158255..fd124b476 100644
--- a/packages/wxt/src/core/utils/content-scripts.ts
+++ b/packages/wxt/src/core/utils/content-scripts.ts
@@ -39,7 +39,9 @@ export function hashContentScriptOptions(
     Object.entries(withDefaults)
       // Sort any arrays so their values are consistent
       .map<[string, unknown]>(([key, value]) => {
-        if (Array.isArray(value)) return [key, value.sort()];
+        // Keeping matches unsorted gives developers more control on what users see in extension stores
+        if (Array.isArray(value) && key !== 'matches')
+          return [key, value.sort()];
         else return [key, value];
       })
       // Sort all the fields alphabetically