diff --git a/changelogs/fragments/74472-sequence-lookup.yaml b/changelogs/fragments/74472-sequence-lookup.yaml
new file mode 100644
index 00000000000..0694fc4ff17
--- /dev/null
+++ b/changelogs/fragments/74472-sequence-lookup.yaml
@@ -0,0 +1,3 @@
+bugfixes:
+  - sequence - fix error message so that unrecognized options to the plugin display correctly as a list
+    and normalize error messages.
diff --git a/lib/ansible/plugins/lookup/sequence.py b/lib/ansible/plugins/lookup/sequence.py
index e2ea2194913..7dac37bd528 100644
--- a/lib/ansible/plugins/lookup/sequence.py
+++ b/lib/ansible/plugins/lookup/sequence.py
@@ -159,15 +159,15 @@ class LookupModule(LookupBase):
                 setattr(self, arg, arg_cooked)
             except ValueError:
                 raise AnsibleError(
-                    "can't parse arg %s=%r as integer"
+                    "can't parse %s=%s as integer"
                     % (arg, arg_raw)
                 )
         if 'format' in args:
             self.format = args.pop("format")
         if args:
             raise AnsibleError(
-                "unrecognized arguments to with_sequence: %r"
-                % args.keys()
+                "unrecognized arguments to with_sequence: %s"
+                % list(args.keys())
             )
 
     def parse_simple_args(self, term):
diff --git a/test/integration/targets/lookup_sequence/tasks/main.yml b/test/integration/targets/lookup_sequence/tasks/main.yml
index 72181a42b8b..bd0a4d80795 100644
--- a/test/integration/targets/lookup_sequence/tasks/main.yml
+++ b/test/integration/targets/lookup_sequence/tasks/main.yml
@@ -61,3 +61,138 @@
         - "ws_z_6 == 'stride_6'"
         - "ws_z_host07 == 'host07'"
         - "ws_z_host08 == 'host08'"
+
+- block:
+    - name: EXPECTED FAILURE - test invalid arg
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=0 junk=3
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test invalid arg"
+          - ansible_failed_result.msg in [expected1, expected2]
+      vars:
+        expected1: "unrecognized arguments to with_sequence: ['junk']"
+        expected2: "unrecognized arguments to with_sequence: [u'junk']"
+
+- block:
+    - name: EXPECTED FAILURE - test bad kv value
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=A end=3
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test bad kv value"
+          - ansible_failed_result.msg == "can't parse start=A as integer"
+
+- block:
+    - name: EXPECTED FAILURE - test bad simple form start value
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: A-4/2
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test bad simple form start value"
+          - ansible_failed_result.msg == "can't parse start=A as integer"
+
+- block:
+    - name: EXPECTED FAILURE - test bad simple form end value
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: 1-B/2
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test bad simple form end value"
+          - ansible_failed_result.msg == "can't parse end=B as integer"
+
+- block:
+    - name: EXPECTED FAILURE - test bad simple form stride value
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: 1-4/C
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test bad simple form stride value"
+          - ansible_failed_result.msg == "can't parse stride=C as integer"
+
+- block:
+    - name: EXPECTED FAILURE - test no count or end
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=1
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test no count or end"
+          - ansible_failed_result.msg == "must specify count or end in with_sequence"
+
+- block:
+    - name: EXPECTED FAILURE - test both count and end
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=1 end=4 count=2
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test both count and end"
+          - ansible_failed_result.msg == "can't specify both count and end in with_sequence"
+
+- block:
+    - name: EXPECTED FAILURE - test count backwards message
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=4 end=1 stride=2
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test count backwards message"
+          - ansible_failed_result.msg == "to count backwards make stride negative"
+
+- block:
+    - name: EXPECTED FAILURE - test count forward message
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=1 end=4 stride=-2
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test count forward message"
+          - ansible_failed_result.msg == "to count forward don't make stride negative"
+
+- block:
+    - name: EXPECTED FAILURE - test bad format string message
+      set_fact: "{{ 'x' + item }}={{ item }}"
+      with_sequence: start=1 end=4 format=d
+
+    - fail:
+        msg: "should not get here"
+  rescue:
+    - assert:
+        that:
+          - ansible_failed_task.name == "EXPECTED FAILURE - test bad format string message"
+          - ansible_failed_result.msg == expected
+      vars:
+        expected: "bad formatting string: d"
\ No newline at end of file