diff --git a/packages/notification/src/vaadin-notification.d.ts b/packages/notification/src/vaadin-notification.d.ts
index 88c6c29fbf..3ebc31fb9e 100644
--- a/packages/notification/src/vaadin-notification.d.ts
+++ b/packages/notification/src/vaadin-notification.d.ts
@@ -40,6 +40,7 @@ export interface NotificationCustomEventMap {
 export interface NotificationEventMap extends HTMLElementEventMap, NotificationCustomEventMap {}
 
 export interface ShowOptions {
+  assertive?: boolean;
   duration?: number;
   position?: NotificationPosition;
   theme?: string;
@@ -116,6 +117,7 @@ declare class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementM
    *
    * ```
    * {
+   *   assertive?: boolean
    *   position?: string
    *   duration?: number
    *   theme?: string
@@ -123,6 +125,7 @@ declare class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementM
    * ```
    *
    * See the individual documentation for:
+   * - [`assertive`](#/elements/vaadin-notification#property-assertive)
    * - [`position`](#/elements/vaadin-notification#property-position)
    * - [`duration`](#/elements/vaadin-notification#property-duration)
    *
@@ -131,6 +134,13 @@ declare class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementM
    */
   static show(contents: TemplateResult | string, options?: ShowOptions): Notification;
 
+  /**
+   * When true, the notification card has `aria-live` attribute set to
+   * `assertive` instead of `polite`. This makes screen readers announce
+   * the notification content immediately when it appears.
+   */
+  assertive: boolean;
+
   /**
    * The duration in milliseconds to show the notification.
    * Set to `0` or a negative number to disable the notification auto-closing.
diff --git a/packages/notification/src/vaadin-notification.js b/packages/notification/src/vaadin-notification.js
index 852164ea59..5db86c1343 100644
--- a/packages/notification/src/vaadin-notification.js
+++ b/packages/notification/src/vaadin-notification.js
@@ -208,7 +208,6 @@ class NotificationCard extends ThemableMixin(PolymerElement) {
   ready() {
     super.ready();
     this.setAttribute('role', 'alert');
-    this.setAttribute('aria-live', 'polite');
   }
 }
 
@@ -273,7 +272,10 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
           display: none !important;
         }
       </style>
-      <vaadin-notification-card theme$="[[_theme]]"> </vaadin-notification-card>
+      <vaadin-notification-card
+        theme$="[[_theme]]"
+        aria-live$="[[__computeAriaLive(assertive)]]"
+      ></vaadin-notification-card>
     `;
   }
 
@@ -283,6 +285,16 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
 
   static get properties() {
     return {
+      /**
+       * When true, the notification card has `aria-live` attribute set to
+       * `assertive` instead of `polite`. This makes screen readers announce
+       * the notification content immediately when it appears.
+       */
+      assertive: {
+        type: Boolean,
+        value: false,
+      },
+
       /**
        * The duration in milliseconds to show the notification.
        * Set to `0` or a negative number to disable the notification auto-closing.
@@ -340,6 +352,7 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
    *
    * ```
    * {
+   *   assertive?: boolean
    *   position?: string
    *   duration?: number
    *   theme?: string
@@ -347,6 +360,7 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
    * ```
    *
    * See the individual documentation for:
+   * - [`assertive`](#/elements/vaadin-notification#property-assertive)
    * - [`position`](#/elements/vaadin-notification#property-position)
    * - [`duration`](#/elements/vaadin-notification#property-duration)
    *
@@ -373,6 +387,9 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
     if (options && options.position) {
       notification.position = options.position;
     }
+    if (options && options.assertive) {
+      notification.assertive = options.assertive;
+    }
     if (options && options.theme) {
       notification.setAttribute('theme', options.theme);
     }
@@ -436,6 +453,11 @@ class Notification extends OverlayClassMixin(ThemePropertyMixin(ElementMixin(Pol
     this.renderer(this._card, this);
   }
 
+  /** @private */
+  __computeAriaLive(assertive) {
+    return assertive ? 'assertive' : 'polite';
+  }
+
   /** @private */
   _rendererChanged(renderer, opened, card) {
     if (!card) {
diff --git a/packages/notification/test/dom/__snapshots__/notification.test.snap.js b/packages/notification/test/dom/__snapshots__/notification.test.snap.js
index 5643e71d5a..2477558526 100644
--- a/packages/notification/test/dom/__snapshots__/notification.test.snap.js
+++ b/packages/notification/test/dom/__snapshots__/notification.test.snap.js
@@ -36,3 +36,14 @@ snapshots["vaadin-notification card class"] =
 `;
 /* end snapshot vaadin-notification card class */
 
+snapshots["vaadin-notification assertive"] = 
+`<vaadin-notification-card
+  aria-live="assertive"
+  role="alert"
+  slot="bottom-start"
+>
+  content
+</vaadin-notification-card>
+`;
+/* end snapshot vaadin-notification assertive */
+
diff --git a/packages/notification/test/dom/notification.test.js b/packages/notification/test/dom/notification.test.js
index b5c80e43ac..f267d6b0fe 100644
--- a/packages/notification/test/dom/notification.test.js
+++ b/packages/notification/test/dom/notification.test.js
@@ -29,4 +29,9 @@ describe('vaadin-notification', () => {
     notification.overlayClass = 'custom';
     await expect(card).dom.to.equalSnapshot();
   });
+
+  it('assertive', async () => {
+    notification.assertive = true;
+    await expect(card).dom.to.equalSnapshot();
+  });
 });
diff --git a/packages/notification/test/notification.test.js b/packages/notification/test/notification.test.js
index 10193fe45a..5208f7ada2 100644
--- a/packages/notification/test/notification.test.js
+++ b/packages/notification/test/notification.test.js
@@ -173,6 +173,18 @@ describe('vaadin-notification', () => {
     it('notification card should have `aria-live="polite"`', () => {
       expect(notification._card.getAttribute('aria-live')).to.be.equal('polite');
     });
+
+    it('should update `aria-live` to "assertive" when assertive is set to true', () => {
+      notification.assertive = true;
+      expect(notification._card.getAttribute('aria-live')).to.be.equal('assertive');
+    });
+
+    it('should update `aria-live` to "polite" when assertive is set to false', () => {
+      notification.assertive = true;
+
+      notification.assertive = false;
+      expect(notification._card.getAttribute('aria-live')).to.be.equal('polite');
+    });
   });
 
   describe('methods', () => {
diff --git a/packages/notification/test/statichelper.test.js b/packages/notification/test/statichelper.test.js
index 4b8bd63697..8da8e4938b 100644
--- a/packages/notification/test/statichelper.test.js
+++ b/packages/notification/test/statichelper.test.js
@@ -35,6 +35,11 @@ describe('static helpers', () => {
     expect(notification.position).to.equal('top-center');
   });
 
+  it('show should use assertive property when set to true', () => {
+    const notification = Notification.show('Hello world', { assertive: true });
+    expect(notification.assertive).to.be.true;
+  });
+
   it('show should set the given theme attribute', () => {
     const notification = Notification.show('Hello world', { theme: 'error' });
     expect(notification.getAttribute('theme')).to.equal('error');
diff --git a/packages/notification/test/typings/notification.types.ts b/packages/notification/test/typings/notification.types.ts
index c3875b45e7..4f9295026c 100644
--- a/packages/notification/test/typings/notification.types.ts
+++ b/packages/notification/test/typings/notification.types.ts
@@ -20,6 +20,7 @@ assertType<OverlayClassMixinClass>(notification);
 assertType<ThemePropertyMixinClass>(notification);
 
 // Properties
+assertType<boolean>(notification.assertive);
 assertType<number>(notification.duration);
 assertType<boolean>(notification.opened);
 assertType<NotificationPosition>(notification.position);
@@ -36,7 +37,7 @@ notification.addEventListener('closed', (event) => {
   assertType<NotificationClosedEvent>(event);
 });
 
-Notification.show('Hello world', { position: 'middle', duration: 7000, theme: 'error' });
+Notification.show('Hello world', { assertive: true, position: 'middle', duration: 7000, theme: 'error' });
 
 const renderer: NotificationRenderer = (root, owner) => {
   assertType<HTMLElement>(root);