diff --git a/packages/cli-build/README.md b/packages/cli-build/README.md
index 230f90c73..2d1fc4a53 100644
--- a/packages/cli-build/README.md
+++ b/packages/cli-build/README.md
@@ -86,24 +86,26 @@ Usage:
   $ percy build:approve [options] <build-id>
 
 Arguments:
-  build-id               Build ID to approve
+  build-id                       Build ID to approve
 
 Options:
-  --username <string>    Username for authentication (can also be set via BROWSERSTACK_USERNAME env
-                         var)
-  --access-key <string>  Access key for authentication (can also be set via BROWSERSTACK_ACCESS_KEY
-                         env var)
+  --username <string>            Username for authentication (can also be set via
+                                 BROWSERSTACK_USERNAME env var)
+  --access-key <string>          Access key for authentication (can also be set via
+                                 BROWSERSTACK_ACCESS_KEY env var)
+  --pass-if-previously-approved  Does not exit with an error if the build has previous approvals
 
 Global options:
-  -v, --verbose          Log everything
-  -q, --quiet            Log errors only
-  -s, --silent           Log nothing
-  -l, --labels <string>  Associates labels to the build (ex: --labels=dev,prod )
-  -h, --help             Display command help
+  -v, --verbose                  Log everything
+  -q, --quiet                    Log errors only
+  -s, --silent                   Log nothing
+  -l, --labels <string>          Associates labels to the build (ex: --labels=dev,prod )
+  -h, --help                     Display command help
 
 Examples:
   $ percy build:approve <build-id>
   $ percy build:approve <build-id> --username username --access-key **key**
+  $ percy build:approve <build-id> --pass-if-previously-approved
 ```
 
 ### `percy build:unapprove`
diff --git a/packages/cli-build/src/approve.js b/packages/cli-build/src/approve.js
index afcd95495..25ac0f961 100644
--- a/packages/cli-build/src/approve.js
+++ b/packages/cli-build/src/approve.js
@@ -7,7 +7,20 @@ import { fetchCredentials, reviewCommandConfig } from './utils.js';
  */
 export const approve = command('approve', {
   description: 'Approve Percy builds',
-  ...reviewCommandConfig
+  ...reviewCommandConfig,
+  ...{
+    flags: [
+      ...reviewCommandConfig.flags,
+      {
+        name: 'pass-if-previously-approved',
+        description: 'Does not exit with an error if the build has previous approvals'
+      }
+    ],
+    examples: [
+      ...reviewCommandConfig.examples,
+      '$0 <build-id> --pass-if-previously-approved'
+    ]
+  }
 }, async ({ flags, args, percy, log, exit }) => {
   // Early return if Percy is disabled
   if (!percy) {
@@ -38,6 +51,15 @@ export const approve = command('approve', {
     log.info(`Build ${args.buildId} approved successfully!`);
     log.info(`Approved by: ${approvedBy.user_name} (${approvedBy.user_email})`);
   } catch (error) {
+    if (
+      flags.passIfPreviouslyApproved &&
+      Array.isArray(error?.response?.body?.errors) &&
+      error.response.body.errors.some(e => e.detail.toLowerCase().includes('approve action is already performed on this build'))
+    ) {
+      log.info(`Build ${args.buildId} is already approved: skipping approval`);
+      exit(0);
+    }
+
     log.error(`Failed to approve build ${args.buildId}`);
     log.error(error);
 
diff --git a/packages/cli-build/test/approve.test.js b/packages/cli-build/test/approve.test.js
index fc91b363a..93f366789 100644
--- a/packages/cli-build/test/approve.test.js
+++ b/packages/cli-build/test/approve.test.js
@@ -309,4 +309,36 @@ describe('percy build:approve', () => {
       '[percy] Approved by: temp-username (unknown@example.com)'
     ]);
   });
+
+  it('logs an error when build approval fails with 409 Conflict', async () => {
+    process.env.PERCY_FORCE_PKG_VALUE = JSON.stringify({ name: '@percy/client', version: '1.0.0' });
+    process.env.BROWSERSTACK_USERNAME = 'env-username';
+    process.env.BROWSERSTACK_ACCESS_KEY = 'env-access-key';
+
+    api.reply('/reviews', (req) => [409, { errors: [{ detail: 'approve action is already performed on this build' }] }]);
+
+    await expectAsync(approve(['123'])).toBeRejected();
+
+    expect(logger.stderr).toEqual([
+      '[percy] Failed to approve build 123',
+      '[percy] Error: approve action is already performed on this build',
+      '[percy] Error: Failed to approve the build'
+    ]);
+  });
+
+  it('does not error when build is previously approved and --pass-if-previously-approved flag is used', async () => {
+    process.env.PERCY_FORCE_PKG_VALUE = JSON.stringify({ name: '@percy/client', version: '1.0.0' });
+    process.env.BROWSERSTACK_USERNAME = 'env-username';
+    process.env.BROWSERSTACK_ACCESS_KEY = 'env-access-key';
+
+    api.reply('/reviews', (req) => [409, { errors: [{ detail: 'approve action is already performed on this build' }] }]);
+
+    await expectAsync(approve(['123', '--pass-if-previously-approved'])).toBeResolved();
+
+    expect(logger.stderr).toEqual([]);
+    expect(logger.stdout).toEqual([
+      '[percy] Approving build 123...',
+      '[percy] Build 123 is already approved: skipping approval'
+    ]);
+  });
 });