diff --git a/setup.py b/setup.py
--- a/setup.py
+++ b/setup.py
@@ -56,7 +56,7 @@
     include_package_data=True,
     entry_points="""
         [swh.cli.subcommands]
-        content-replayer=swh.objstorage.replayer.cli:cli
+        content-replayer=swh.objstorage.replayer.cli:objstorage_cli_group
     """,
     classifiers=[
         "Programming Language :: Python :: 3",
diff --git a/swh/objstorage/replayer/cli.py b/swh/objstorage/replayer/cli.py
--- a/swh/objstorage/replayer/cli.py
+++ b/swh/objstorage/replayer/cli.py
@@ -3,9 +3,9 @@
 # License: GNU General Public License version 3, or any later version
 # See top-level LICENSE file for more information
 
-import functools
+# WARNING: do not import unnecessary things here to keep cli startup time under
+# control
 import logging
-import mmap
 
 import click
 
@@ -14,16 +14,10 @@
 except ImportError:
     notify = None
 
-from swh.model.model import SHA1_SIZE
-from swh.journal.client import get_journal_client
-from swh.objstorage.cli import cli
-from swh.objstorage.factory import get_objstorage
+from swh.objstorage.cli import cli as objstorage_cli_group
 
-from swh.objstorage.replayer.replay import is_hash_in_bytearray
-from swh.objstorage.replayer.replay import process_replay_objects_content
 
-
-@cli.command("replay")
+@objstorage_cli_group.command("replay")
 @click.option(
     "--stop-after-objects",
     "-n",
@@ -68,6 +62,14 @@
     ObjStorage before copying an object. You can turn that off if you know
     you're copying to an empty ObjStorage.
     """
+    import functools
+    import mmap
+    from swh.model.model import SHA1_SIZE
+    from swh.journal.client import get_journal_client
+    from swh.objstorage.factory import get_objstorage
+    from swh.objstorage.replayer.replay import is_hash_in_bytearray
+    from swh.objstorage.replayer.replay import process_replay_objects_content
+
     conf = ctx.obj["config"]
     try:
         objstorage_src = get_objstorage(**conf.pop("objstorage"))
@@ -126,7 +128,7 @@
 
 def main():
     logging.basicConfig()
-    return cli(auto_envvar_prefix="SWH_OBJSTORAGE")
+    return objstorage_cli_group(auto_envvar_prefix="SWH_OBJSTORAGE")
 
 
 if __name__ == "__main__":
diff --git a/swh/objstorage/replayer/tests/test_cli.py b/swh/objstorage/replayer/tests/test_cli.py
--- a/swh/objstorage/replayer/tests/test_cli.py
+++ b/swh/objstorage/replayer/tests/test_cli.py
@@ -21,7 +21,7 @@
 from swh.journal.serializers import key_to_kafka
 from swh.model.hashutil import hash_to_hex
 from swh.objstorage.backends.in_memory import InMemoryObjStorage
-from swh.objstorage.replayer.cli import cli
+from swh.objstorage.replayer.cli import objstorage_cli_group
 from swh.objstorage.replayer.replay import CONTENT_REPLAY_RETRIES
 
 
@@ -51,7 +51,7 @@
 
     def decorator(f):
         @functools.wraps(f)
-        @patch("swh.objstorage.replayer.cli.get_objstorage")
+        @patch("swh.objstorage.factory.get_objstorage")
         def newf(get_objstorage_mock, *args, **kwargs):
             get_objstorage_mock.side_effect = get_mock_objstorage
             f(*args, objstorages=objstorages, **kwargs)
@@ -71,7 +71,9 @@
         yaml.dump(config, config_fd)
         config_fd.seek(0)
         args = ["-C" + config_fd.name] + list(args)
-        return runner.invoke(cli, args, obj={"log_level": logging.DEBUG}, env=env,)
+        return runner.invoke(
+            objstorage_cli_group, args, obj={"log_level": logging.DEBUG}, env=env,
+        )
 
 
 def test_replay_help():