diff --git a/hw/scripts/nrfjprog.sh b/hw/scripts/nrfjprog.sh
index f1ae4e14e5..e7f5bab9b4 100644
--- a/hw/scripts/nrfjprog.sh
+++ b/hw/scripts/nrfjprog.sh
@@ -44,12 +44,12 @@ nrfjprog_load () {
 
     echo "Downloading" $FILE_NAME "to" $FLASH_OFFSET
 
-    nrfjprog ${NRFJPROG_ARG} --program ${BIN_BASENAME}.hex --sectorerase --verify
+    nrfjprog ${NRFJPROG_ARG} --program ${BIN_BASENAME}.hex --sectorerase --verify ${JLINK_SN:+--snr $JLINK_SN}
 
     if [ $? -ne 0 ]; then
         exit 1
     fi
-    nrfjprog --reset
+    nrfjprog --reset ${JLINK_SN:+--snr $JLINK_SN}
 
     return 0
 }
diff --git a/hw/scripts/nrfutil.sh b/hw/scripts/nrfutil.sh
index ce86d7c619..c9ba40e511 100755
--- a/hw/scripts/nrfutil.sh
+++ b/hw/scripts/nrfutil.sh
@@ -77,12 +77,12 @@ nrfutil_load () {
     if [ -z ${ZIP_FILE} ] ; then
         echo "Downloading" ${HEX_FILE}
 
-        nrfutil device program --firmware ${HEX_FILE} ${NRFUTIL_ARG} ${NRFUTIL_TRAITS} --options chip_erase_mode=ERASE_RANGES_TOUCHED_BY_FIRMWARE
+        nrfutil device program --firmware ${HEX_FILE} ${JLINK_SN:+--serial-number $JLINK_SN} ${NRFUTIL_ARG} ${NRFUTIL_TRAITS} --options chip_erase_mode=ERASE_RANGES_TOUCHED_BY_FIRMWARE
 
         if [ $? -ne 0 ]; then
             ret=1
         else
-            nrfutil device reset
+            nrfutil device reset ${JLINK_SN:+--serial-number $JLINK_SN}
         fi
     fi
 
diff --git a/hw/scripts/pyocd.sh b/hw/scripts/pyocd.sh
index 07355bd3a3..59a76dfe2c 100755
--- a/hw/scripts/pyocd.sh
+++ b/hw/scripts/pyocd.sh
@@ -53,7 +53,7 @@ pyocd_load () {
 
     echo "Downloading" $FILE_NAME "to" $FLASH_OFFSET
 
-    pyocd flash -e sector -M $CONNECTION_MODE -t $TARGET $FILE_NAME@$FLASH_OFFSET --format bin
+    pyocd flash -e sector -M $CONNECTION_MODE -t $TARGET $FILE_NAME@$FLASH_OFFSET --format bin ${JLINK_SN:+-u $JLINK_SN}
     if [ $? -ne 0 ]; then
         exit 1
     fi