diff --git a/public/app/features/alerting/unified/components/notification-policies/EditNotificationPolicyForm.tsx b/public/app/features/alerting/unified/components/notification-policies/EditNotificationPolicyForm.tsx
index 23e10a49f81..724d020bd0f 100644
--- a/public/app/features/alerting/unified/components/notification-policies/EditNotificationPolicyForm.tsx
+++ b/public/app/features/alerting/unified/components/notification-policies/EditNotificationPolicyForm.tsx
@@ -48,39 +48,6 @@ export interface AmRoutesExpandedFormProps {
   actionButtons: ReactNode;
   defaults?: Partial<FormAmRoute>;
 }
-
-function unwrapQuotes(value: string): { unquoted: string; hasQuotes: boolean } {
-  if (value.startsWith('"') && value.endsWith('"')) {
-    return { unquoted: value.slice(1, -1), hasQuotes: true };
-  }
-  return { unquoted: value, hasQuotes: false };
-}
-
-const matcherValueValidator = {
-  containsReservedCharacter: (value: string) => {
-    const { unquoted, hasQuotes } = unwrapQuotes(value);
-    const reservedCharacters = ['{', '}', '!', '=', '~', '\\', '"'];
-
-    // Reserved characters are allowed ONLY IF wrapped in quotes
-    if (hasQuotes) {
-      return true;
-    }
-
-    return reservedCharacters.some((char) => unquoted.includes(char)) ? 'Contains reserved character.' : true;
-  },
-  containsUnescapedCharacters: (value: string) => {
-    const unescapedQuotesRegex = /(?<!\\)"/g;
-    const unescapedBackslashRegex = /(?<!\\)\\[^\\"]/g;
-    const { unquoted } = unwrapQuotes(value);
-
-    return unescapedQuotesRegex.test(unquoted)
-      ? 'Contains unescaped double quotes.'
-      : unescapedBackslashRegex.test(unquoted)
-        ? 'Contains unescaped backslash.'
-        : true;
-  },
-};
-
 export const AmRoutesExpandedForm = ({
   actionButtons,
   receivers,
@@ -170,7 +137,6 @@ export const AmRoutesExpandedForm = ({
                               <Input
                                 {...register(`object_matchers.${index}.value`, {
                                   required: 'Field is required',
-                                  validate: matcherValueValidator,
                                 })}
                                 defaultValue={field.value}
                                 placeholder="value"
diff --git a/public/app/features/alerting/unified/utils/amroutes.test.ts b/public/app/features/alerting/unified/utils/amroutes.test.ts
index 3c66e772d0b..d127f9d437c 100644
--- a/public/app/features/alerting/unified/utils/amroutes.test.ts
+++ b/public/app/features/alerting/unified/utils/amroutes.test.ts
@@ -1,4 +1,4 @@
-import { Route } from 'app/plugins/datasource/alertmanager/types';
+import { MatcherOperator, Route } from 'app/plugins/datasource/alertmanager/types';
 
 import { FormAmRoute } from '../types/amroutes';
 
@@ -53,6 +53,30 @@ describe('formAmRouteToAmRoute', () => {
       expect(amRoute.group_by).toStrictEqual(['SHOULD BE SET']);
     });
   });
+
+  it('should quote and escape matcher values', () => {
+    // Arrange
+    const route: FormAmRoute = buildFormAmRoute({
+      id: '1',
+      object_matchers: [
+        { name: 'foo', operator: MatcherOperator.equal, value: 'bar' },
+        { name: 'foo', operator: MatcherOperator.equal, value: 'bar"baz' },
+        { name: 'foo', operator: MatcherOperator.equal, value: 'bar\\baz' },
+        { name: 'foo', operator: MatcherOperator.equal, value: '\\bar\\baz"\\' },
+      ],
+    });
+
+    // Act
+    const amRoute = formAmRouteToAmRoute('mimir-am', route, { id: 'root' });
+
+    // Assert
+    expect(amRoute.matchers).toStrictEqual([
+      'foo="bar"',
+      'foo="bar\\"baz"',
+      'foo="bar\\\\baz"',
+      'foo="\\\\bar\\\\baz\\"\\\\"',
+    ]);
+  });
 });
 
 describe('amRouteToFormAmRoute', () => {
@@ -101,4 +125,23 @@ describe('amRouteToFormAmRoute', () => {
       expect(formRoute.overrideGrouping).toBe(true);
     });
   });
+
+  it('should unquote and unescape matchers values', () => {
+    // Arrange
+    const amRoute = buildAmRoute({
+      matchers: ['foo=bar', 'foo="bar"', 'foo="bar"baz"', 'foo="bar\\\\baz"', 'foo="\\\\bar\\\\baz"\\\\"'],
+    });
+
+    // Act
+    const formRoute = amRouteToFormAmRoute(amRoute);
+
+    // Assert
+    expect(formRoute.object_matchers).toStrictEqual([
+      { name: 'foo', operator: MatcherOperator.equal, value: 'bar' },
+      { name: 'foo', operator: MatcherOperator.equal, value: 'bar' },
+      { name: 'foo', operator: MatcherOperator.equal, value: 'bar"baz' },
+      { name: 'foo', operator: MatcherOperator.equal, value: 'bar\\baz' },
+      { name: 'foo', operator: MatcherOperator.equal, value: '\\bar\\baz"\\' },
+    ]);
+  });
 });
diff --git a/public/app/features/alerting/unified/utils/amroutes.ts b/public/app/features/alerting/unified/utils/amroutes.ts
index 9fc29f0c3d0..b34f09fe424 100644
--- a/public/app/features/alerting/unified/utils/amroutes.ts
+++ b/public/app/features/alerting/unified/utils/amroutes.ts
@@ -9,6 +9,7 @@ import { MatcherFieldValue } from '../types/silence-form';
 import { matcherToMatcherField } from './alertmanager';
 import { GRAFANA_RULES_SOURCE_NAME } from './datasource';
 import { normalizeMatchers, parseMatcher } from './matchers';
+import { quoteWithEscape, unquoteWithUnescape } from './misc';
 import { findExistingRoute } from './routeTree';
 import { isValidPrometheusDuration, safeParseDurationstr } from './time';
 
@@ -94,7 +95,14 @@ export const amRouteToFormAmRoute = (route: RouteWithID | Route | undefined): Fo
 
   const objectMatchers =
     route.object_matchers?.map((matcher) => ({ name: matcher[0], operator: matcher[1], value: matcher[2] })) ?? [];
-  const matchers = route.matchers?.map((matcher) => matcherToMatcherField(parseMatcher(matcher))) ?? [];
+  const matchers =
+    route.matchers
+      ?.map((matcher) => matcherToMatcherField(parseMatcher(matcher)))
+      .map(({ name, operator, value }) => ({
+        name,
+        operator,
+        value: unquoteWithUnescape(value),
+      })) ?? [];
 
   return {
     id,
@@ -149,6 +157,7 @@ export const formAmRouteToAmRoute = (
 
   const overrideRepeatInterval = overrideTimings && repeatIntervalValue;
   const repeat_interval = overrideRepeatInterval ? repeatIntervalValue : INHERIT_FROM_PARENT;
+
   const object_matchers: ObjectMatcher[] | undefined = formAmRoute.object_matchers
     ?.filter((route) => route.name && route.value && route.operator)
     .map(({ name, operator, value }) => [name, operator, value]);
@@ -176,7 +185,9 @@ export const formAmRouteToAmRoute = (
   // Grafana maintains a fork of AM to support all utf-8 characters in the "object_matchers" property values but this
   // does not exist in upstream AlertManager
   if (alertManagerSourceName !== GRAFANA_RULES_SOURCE_NAME) {
-    amRoute.matchers = formAmRoute.object_matchers?.map(({ name, operator, value }) => `${name}${operator}${value}`);
+    amRoute.matchers = formAmRoute.object_matchers?.map(
+      ({ name, operator, value }) => `${name}${operator}${quoteWithEscape(value)}`
+    );
     amRoute.object_matchers = undefined;
   } else {
     amRoute.object_matchers = normalizeMatchers(amRoute);
diff --git a/public/app/features/alerting/unified/utils/misc.ts b/public/app/features/alerting/unified/utils/misc.ts
index c6e4739353d..90eaadf3e2c 100644
--- a/public/app/features/alerting/unified/utils/misc.ts
+++ b/public/app/features/alerting/unified/utils/misc.ts
@@ -117,6 +117,18 @@ export function wrapWithQuotes(input: string) {
   return alreadyWrapped ? escapeQuotes(input) : `"${escapeQuotes(input)}"`;
 }
 
+export function quoteWithEscape(input: string) {
+  const escaped = input.replace(/[\\"]/g, (c) => `\\${c}`);
+  return `"${escaped}"`;
+}
+
+export function unquoteWithUnescape(input: string) {
+  return input
+    .replace(/^"(.*)"$/, '$1')
+    .replace(/\\\\/g, '\\')
+    .replace(/\\"/g, '"');
+}
+
 export function makeRuleBasedSilenceLink(alertManagerSourceName: string, rule: CombinedRule) {
   // we wrap the name of the alert with quotes since it might contain starting and trailing spaces
   const labels: Labels = {