diff --git a/frappe/model/naming.py b/frappe/model/naming.py
index ab21fe0156..7dabb3d80d 100644
--- a/frappe/model/naming.py
+++ b/frappe/model/naming.py
@@ -1,6 +1,7 @@
 # Copyright (c) 2015, Frappe Technologies Pvt. Ltd. and Contributors
 # License: MIT. See LICENSE
 
+import base64
 import datetime
 import re
 import struct
@@ -264,15 +265,36 @@ def make_autoname(key="", doctype="", doc="", *, ignore_validate=False):
 	                DE/09/01/00001 where 09 is the year, 01 is the month and 00001 is the series
 	"""
 	if key == "hash":
-		# Makeshift "ULID": first 4 chars are based on timestamp, other 8 are random
-		ts = hex(struct.unpack("<Q", struct.pack("<d", time.time()))[0])
-
-		return ts[-7:-4] + frappe.generate_hash(length=7)
+		# Makeshift "ULID": first 4 chars are based on timestamp, other 6 are random
+		return _get_timestamp_prefix() + _generate_random_string(6)
 
 	series = NamingSeries(key)
 	return series.generate_next_name(doc, ignore_validate=ignore_validate)
 
 
+def _get_timestamp_prefix():
+	ts = int(time.time() * 10)  # time in deciseconds
+	# we ~~don't need~~ can't get ordering over entire lifetime, so we wrap the time.
+	ts = ts % (32**4)
+	return base64.b32hexencode(ts.to_bytes(length=5, byteorder="big")).decode()[-4:].lower()
+
+
+def _generate_random_string(length=10):
+	"""Better version of frappe.generate_hash for naming.
+
+	This uses entire base32 instead of base16 used by generate_hash. So it has twice as many
+	characters and hence more likely to have shorter common prefixes. i.e. slighly faster comparisons and less conflicts.
+
+	Why not base36?
+	It's not in standard library else using all characters is probably better approach.
+	Why not base64?
+	MySQL is case-insensitive, we can't use both upper and lower case characters.
+	"""
+	from secrets import token_bytes as get_random_bytes
+
+	return base64.b32hexencode(get_random_bytes(length)).decode()[:length].lower()
+
+
 def parse_naming_series(
 	parts: list[str] | str,
 	doctype=None,
diff --git a/frappe/tests/test_naming.py b/frappe/tests/test_naming.py
index 90c8372c7a..aa2c091fac 100644
--- a/frappe/tests/test_naming.py
+++ b/frappe/tests/test_naming.py
@@ -1,7 +1,9 @@
 # Copyright (c) 2018, Frappe Technologies Pvt. Ltd. and Contributors
 # License: MIT. See LICENSE
 
-from unittest.mock import patch
+import time
+
+from tenacity import retry, retry_if_exception_type, stop_after_attempt, wait_full_jitter
 
 import frappe
 from frappe.core.doctype.doctype.test_doctype import new_doctype
@@ -11,6 +13,7 @@ from frappe.model.naming import (
 	append_number_if_name_exists,
 	determine_consecutive_week_number,
 	getseries,
+	make_autoname,
 	parse_naming_series,
 	revert_series_if_last,
 )
@@ -390,6 +393,20 @@ class TestNaming(FrappeTestCase):
 			expected_name = "TODO-" + nowdate().split("-")[1] + "-" + "0001"
 			self.assertEqual(name, expected_name)
 
+	@retry(
+		retry=retry_if_exception_type(AssertionError),
+		stop=stop_after_attempt(3),
+		wait=wait_full_jitter(),
+		reraise=True,
+	)
+	def test_hash_naming_is_roughly_sequential(self):
+		"""hash naming is supposed to be sequential *most of the time*"""
+		names = []
+		for _ in range(10):
+			time.sleep(0.1)
+			names.append(make_autoname("hash"))
+		self.assertEqual(names, sorted(names))
+
 
 def parse_naming_series_variable(doc, variable):
 	if variable == "PM":