diff --git a/.changeset/strong-mails-drum.md b/.changeset/strong-mails-drum.md
new file mode 100644
index 0000000000..e1a069e953
--- /dev/null
+++ b/.changeset/strong-mails-drum.md
@@ -0,0 +1,5 @@
+---
+'@backstage/cli': patch
+---
+
+Deprecated the `backend:build-image` command, pointing to the newer `backend:bundle` command.
diff --git a/packages/cli/src/commands/backend/buildImage.ts b/packages/cli/src/commands/backend/buildImage.ts
index 654f51cd10..8434017cd9 100644
--- a/packages/cli/src/commands/backend/buildImage.ts
+++ b/packages/cli/src/commands/backend/buildImage.ts
@@ -15,6 +15,7 @@
  */
 
 import { Command } from 'commander';
+import { yellow } from 'chalk';
 import fs from 'fs-extra';
 import { join as joinPath, relative as relativePath } from 'path';
 import { createDistWorkspace } from '../../lib/packager';
@@ -31,6 +32,15 @@ export default async (cmd: Command) => {
     return;
   }
 
+  console.warn(
+    yellow(`
+The backend:build-image command is deprecated and will be removed in the future.
+Please use the backend:bundle command instead along with your own Docker setup.
+
+  https://backstage.io/docs/deployment/docker
+`),
+  );
+
   const pkgPath = paths.resolveTarget(PKG_PATH);
   const pkg = await fs.readJson(pkgPath);
   const appConfigs = await findAppConfigs();
diff --git a/packages/cli/src/commands/index.ts b/packages/cli/src/commands/index.ts
index 892c5459da..431659a972 100644
--- a/packages/cli/src/commands/index.ts
+++ b/packages/cli/src/commands/index.ts
@@ -60,11 +60,7 @@ export function registerCommands(program: CommanderStatic) {
     .helpOption(', --backstage-cli-help') // Let docker handle --help
     .option('--build', 'Build packages before packing them into the image')
     .description(
-      // TODO: Add example use cases in Backstage documentation.
-      // For example, if a $NPM_TOKEN needs to be exposed, run `backend:build-image --secret
-      // id=NPM_TOKEN,src=/NPM_TOKEN.txt`.
-      'Bundles the package into a docker image. All extra args are forwarded to ' +
-        '`docker image build`.',
+      'Bundles the package into a docker image. This command is deprecated and will be removed.',
     )
     .action(lazy(() => import('./backend/buildImage').then(m => m.default)));