diff --git a/internal/alertmanager/dedup.go b/internal/alertmanager/dedup.go
index b20a1545a..8b2c55b32 100644
--- a/internal/alertmanager/dedup.go
+++ b/internal/alertmanager/dedup.go
@@ -3,8 +3,10 @@ package alertmanager
 import (
 	"sort"
 
+	"github.com/cloudflare/unsee/internal/config"
 	"github.com/cloudflare/unsee/internal/models"
 	"github.com/cloudflare/unsee/internal/slices"
+	"github.com/cloudflare/unsee/internal/transform"
 )
 
 // DedupAlerts will collect alert groups from all defined Alertmanager
@@ -61,6 +63,8 @@ func DedupAlerts() []models.AlertGroup {
 		ag := models.AlertGroup(agList[0])
 		ag.Alerts = models.AlertList{}
 		for _, alert := range alerts {
+			// strip labels user doesn't want to see in the UI
+			alert.Labels = transform.StripLables(config.Config.KeepLabels, config.Config.StripLabels, alert.Labels)
 			// calculate final alert state based on the most important value found
 			// in the list of states from all instances
 			alertLFP := alert.LabelsFingerprint()
diff --git a/internal/alertmanager/models.go b/internal/alertmanager/models.go
index 65b638e6a..c1714d4a9 100644
--- a/internal/alertmanager/models.go
+++ b/internal/alertmanager/models.go
@@ -6,7 +6,6 @@ import (
 	"sync"
 	"time"
 
-	"github.com/cloudflare/unsee/internal/config"
 	"github.com/cloudflare/unsee/internal/mapper"
 	"github.com/cloudflare/unsee/internal/models"
 	"github.com/cloudflare/unsee/internal/transform"
@@ -174,7 +173,6 @@ func (am *Alertmanager) pullAlerts(version string) error {
 			}
 
 			alert.Annotations, alert.Links = transform.DetectLinks(alert.Annotations)
-			alert.Labels = transform.StripLables(config.Config.KeepLabels, config.Config.StripLabels, alert.Labels)
 
 			transform.ColorLabel(colors, "@receiver", alert.Receiver)
 			for k, v := range alert.Labels {