Open a product in Magento 2 and ask your database what just happened. A single addAttributeToSelect('*') load does not fire one query. It fires one per attribute backend type, plus the static columns, plus stock and media. The same flexibility that lets you add a product attribute from the admin with no schema migration is what makes a full product load expensive.
That is the EAV tax. Most of the "Magento is slow" reports I get handed are paying it without knowing.
What EAV actually stores
A product is not a row. It is a row in catalog_product_entity for the static columns, and then its attribute values are scattered across typed value tables: catalog_product_entity_varchar, _int, _decimal, _text, _datetime. Each value row is keyed by entity_id, attribute_id, and store_id.
To rebuild one product with all its attributes, Magento reads across every one of those tables and stitches the rows back into an object. Add a store view and the store-scoped values double the work.
SELECT e.entity_id, var.value AS name, dec.value AS price
FROM catalog_product_entity e
LEFT JOIN catalog_product_entity_varchar var
ON var.entity_id = e.entity_id AND var.attribute_id = 73
LEFT JOIN catalog_product_entity_decimal dec
ON dec.entity_id = e.entity_id AND dec.attribute_id = 77
WHERE e.entity_id = 42;
That is two attributes. Now picture *.
Why addAttributeToSelect('*') is the trap
* means every attribute in the set. On a category grid showing 36 products, the card needs maybe six fields: name, price, thumbnail, url key, status, visibility. With * you loaded sixty. The other fifty-four were read, joined, hydrated, and thrown away before the page rendered.
Name the columns you actually use:
$collection->addAttributeToSelect([
'name', 'price', 'small_image', 'url_key', 'status', 'visibility',
]);
This one change is the single biggest win I see on slow listing pages. It costs nothing and it ships in five minutes.
Stop rendering listings off the product collection
The deeper fix is to not reassemble products from EAV on a listing at all. Category pages, layered navigation, and search should read from the index tables and OpenSearch, not loop a collection that re-hydrates every card from the value tables.
Magento already maintains flattened index tables for this: catalog_category_product_index for membership, the price index for prices, the fulltext index for search. A tuned category page leans on those and only touches EAV for the handful of attributes the card template prints. If your category controller is iterating a product collection with *, that is the thing to pull apart first.
The flat catalog is not your escape hatch
Older Magento answered EAV cost with the flat catalog: denormalize every attribute into one wide catalog_product_flat table and read a single row. Adobe deprecated it, and for good reason. It falls over the moment you have thousands of attributes because MySQL caps columns per table, and it adds a heavy indexer you have to keep green. On a current build, do not turn it on.
What I do instead
Select named attributes, never *, in any collection that renders to a user. Push listing and filtering to OpenSearch so the storefront reads an index instead of replaying joins. For bulk reads like exports and feeds, walk the catalog by entity_id with keyset pagination and select only the fields you need, because a full * load across a six-figure catalog will melt the box.
Then measure. Turn on the query log and count statements per request. When a single category page fires several hundred queries, EAV reassembly is almost always the reason, and now you know exactly which line put them there.
