diff --git a/builder/main.py b/builder/main.py
index 21cc542..9825d56 100644
--- a/builder/main.py
+++ b/builder/main.py
@@ -330,10 +330,11 @@ elif upload_protocol.startswith("jlink"):
         if not isdir(build_dir):
             makedirs(build_dir)
         script_path = join(build_dir, "upload.jlink")
+        upload_addr = hex(env["FS_START"]) if "uploadfs" in COMMAND_LINE_TARGETS else board.get(
+                "upload.offset_address", "0x0")
         commands = [
             "h",
-            "loadbin %s, %s" % (source, board.get(
-                "upload.offset_address", "0x0")),
+            "loadbin %s, %s" % (source, upload_addr),
             "r",
             "q"
         ]