diff --git a/.changeset/chatty-radios-beam.md b/.changeset/chatty-radios-beam.md
new file mode 100644
index 0000000000..91ad76ee88
--- /dev/null
+++ b/.changeset/chatty-radios-beam.md
@@ -0,0 +1,7 @@
+---
+'@backstage/catalog-model': minor
+'@backstage/plugin-kubernetes': minor
+'@backstage/plugin-kubernetes-backend': minor
+---
+
+add kubernetes selector to component model
diff --git a/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
index 9d46dea03f..0e1e369e44 100644
--- a/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
+++ b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
@@ -30,6 +30,15 @@ const schema = yup.object<Partial<ComponentEntityV1alpha1>>({
       lifecycle: yup.string().required().min(1),
       owner: yup.string().required().min(1),
       implementsApis: yup.array(yup.string().required()).notRequired(),
+      kubernetes: yup
+        .object<any>({
+          selector: yup
+            .object<any>({
+              matchLabels: yup.object<any>().required(),
+            })
+            .required(),
+        })
+        .notRequired(),
     })
     .required(),
 });
@@ -42,6 +51,13 @@ export interface ComponentEntityV1alpha1 extends Entity {
     lifecycle: string;
     owner: string;
     implementsApis?: string[];
+    kubernetes?: {
+      selector: {
+        matchLabels: {
+          [key: string]: string;
+        };
+      };
+    };
   };
 }
 
diff --git a/plugins/kubernetes-backend/package.json b/plugins/kubernetes-backend/package.json
index e58bb4f047..be7b86dd52 100644
--- a/plugins/kubernetes-backend/package.json
+++ b/plugins/kubernetes-backend/package.json
@@ -21,6 +21,7 @@
   },
   "dependencies": {
     "@backstage/backend-common": "^0.3.0",
+    "@backstage/catalog-model": "^0.2.0",
     "@backstage/config": "^0.1.1",
     "@kubernetes/client-node": "^0.12.1",
     "@types/express": "^4.17.6",
diff --git a/plugins/kubernetes-backend/src/kubernetes-auth-translator/GoogleKubernetesAuthTranslator.ts b/plugins/kubernetes-backend/src/kubernetes-auth-translator/GoogleKubernetesAuthTranslator.ts
index 7f9b2f0bae..0dd2a4bcc2 100644
--- a/plugins/kubernetes-backend/src/kubernetes-auth-translator/GoogleKubernetesAuthTranslator.ts
+++ b/plugins/kubernetes-backend/src/kubernetes-auth-translator/GoogleKubernetesAuthTranslator.ts
@@ -15,13 +15,13 @@
  */
 
 import { KubernetesAuthTranslator } from './types';
-import { AuthRequestBody, ClusterDetails } from '../types/types';
+import { KubernetesRequestBody, ClusterDetails } from '../types/types';
 
 export class GoogleKubernetesAuthTranslator
   implements KubernetesAuthTranslator {
   async decorateClusterDetailsWithAuth(
     clusterDetails: ClusterDetails,
-    requestBody: AuthRequestBody,
+    requestBody: KubernetesRequestBody,
   ): Promise<ClusterDetails> {
     const clusterDetailsWithAuthToken: ClusterDetails = Object.assign(
       {},
diff --git a/plugins/kubernetes-backend/src/kubernetes-auth-translator/ServiceAccountKubernetesAuthTranslator.ts b/plugins/kubernetes-backend/src/kubernetes-auth-translator/ServiceAccountKubernetesAuthTranslator.ts
index ecf2f12b72..6433e41546 100644
--- a/plugins/kubernetes-backend/src/kubernetes-auth-translator/ServiceAccountKubernetesAuthTranslator.ts
+++ b/plugins/kubernetes-backend/src/kubernetes-auth-translator/ServiceAccountKubernetesAuthTranslator.ts
@@ -15,7 +15,7 @@
  */
 
 import { KubernetesAuthTranslator } from './types';
-import { AuthRequestBody, ClusterDetails } from '../types/types';
+import { KubernetesRequestBody, ClusterDetails } from '../types/types';
 
 export class ServiceAccountKubernetesAuthTranslator
   implements KubernetesAuthTranslator {
@@ -23,7 +23,7 @@ export class ServiceAccountKubernetesAuthTranslator
     clusterDetails: ClusterDetails,
     // To ignore TS6133 linting error where it detects 'requestBody' is declared but its value is never read.
     // @ts-ignore-start
-    requestBody: AuthRequestBody, // eslint-disable-line @typescript-eslint/no-unused-vars
+    requestBody: KubernetesRequestBody, // eslint-disable-line @typescript-eslint/no-unused-vars
     // @ts-ignore-end
   ): Promise<ClusterDetails> {
     return clusterDetails;
diff --git a/plugins/kubernetes-backend/src/kubernetes-auth-translator/types.ts b/plugins/kubernetes-backend/src/kubernetes-auth-translator/types.ts
index f89e04456f..c01a57889c 100644
--- a/plugins/kubernetes-backend/src/kubernetes-auth-translator/types.ts
+++ b/plugins/kubernetes-backend/src/kubernetes-auth-translator/types.ts
@@ -14,11 +14,11 @@
  * limitations under the License.
  */
 
-import { AuthRequestBody, ClusterDetails } from '../types/types';
+import { KubernetesRequestBody, ClusterDetails } from '../types/types';
 
 export interface KubernetesAuthTranslator {
   decorateClusterDetailsWithAuth(
     clusterDetails: ClusterDetails,
-    requestBody: AuthRequestBody,
+    requestBody: KubernetesRequestBody,
   ): Promise<ClusterDetails>;
 }
diff --git a/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts b/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
index 6294b3a7ed..29233cf7fd 100644
--- a/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
+++ b/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
@@ -16,6 +16,7 @@
 
 import { getVoidLogger } from '@backstage/backend-common';
 import { KubernetesClientBasedFetcher } from './KubernetesFetcher';
+import { ObjectFetchParams } from '..';
 
 describe('KubernetesClientProvider', () => {
   let clientMock: any;
@@ -57,16 +58,17 @@ describe('KubernetesClientProvider', () => {
 
     clientMock.listServiceForAllNamespaces.mockRejectedValue(errorResponse);
 
-    const result = await sut.fetchObjectsByServiceId(
-      'some-service',
-      {
+    const result = await sut.fetchObjectsForService(<ObjectFetchParams>{
+      serviceId: 'some-service',
+      clusterDetails: {
         name: 'cluster1',
         url: 'http://localhost:9999',
         serviceAccountToken: 'token',
         authProvider: 'serviceAccount',
       },
-      new Set(['pods', 'services']),
-    );
+      objectTypesToFetch: new Set(['pods', 'services']),
+      labelSelector: '',
+    });
 
     expect(result).toStrictEqual({
       errors: [expectedResult],
@@ -120,16 +122,17 @@ describe('KubernetesClientProvider', () => {
       },
     });
 
-    const result = await sut.fetchObjectsByServiceId(
-      'some-service',
-      {
+    const result = await sut.fetchObjectsForService(<ObjectFetchParams>{
+      serviceId: 'some-service',
+      clusterDetails: {
         name: 'cluster1',
         url: 'http://localhost:9999',
         serviceAccountToken: 'token',
         authProvider: 'serviceAccount',
       },
-      new Set(['pods', 'services']),
-    );
+      objectTypesToFetch: new Set(['pods', 'services']),
+      labelSelector: '',
+    });
 
     expect(result).toStrictEqual({
       errors: [],
@@ -169,16 +172,17 @@ describe('KubernetesClientProvider', () => {
   });
   it('should throw error on unknown type', () => {
     expect(() =>
-      sut.fetchObjectsByServiceId(
-        'some-service',
-        {
+      sut.fetchObjectsForService(<ObjectFetchParams>{
+        serviceId: 'some-service',
+        clusterDetails: {
           name: 'cluster1',
           url: 'http://localhost:9999',
           serviceAccountToken: 'token',
           authProvider: 'serviceAccount',
         },
-        new Set<any>(['foo']),
-      ),
+        objectTypesToFetch: new Set<any>(['foo']),
+        labelSelector: '',
+      }),
     ).toThrow('unrecognised type=foo');
 
     expect(clientMock.listPodForAllNamespaces.mock.calls.length).toBe(0);
@@ -254,4 +258,46 @@ describe('KubernetesClientProvider', () => {
       },
     );
   });
+  it('should always add a labelSelector query', async () => {
+    clientMock.listPodForAllNamespaces.mockResolvedValueOnce({
+      body: {
+        items: [
+          {
+            metadata: {
+              name: 'pod-name',
+            },
+          },
+        ],
+      },
+    });
+
+    clientMock.listServiceForAllNamespaces.mockResolvedValueOnce({
+      body: {
+        items: [
+          {
+            metadata: {
+              name: 'service-name',
+            },
+          },
+        ],
+      },
+    });
+
+    await sut.fetchObjectsForService(<ObjectFetchParams>{
+      serviceId: 'some-service',
+      clusterDetails: {
+        name: 'cluster1',
+        url: 'http://localhost:9999',
+        serviceAccountToken: 'token',
+        authProvider: 'serviceAccount',
+      },
+      objectTypesToFetch: new Set(['pods', 'services']),
+      labelSelector: '',
+    });
+
+    const mockCall = clientMock.listPodForAllNamespaces.mock.calls[0];
+    const actualSelector = mockCall[mockCall.length - 1];
+    const expectedSelector = 'backstage.io/kubernetes-id=some-service';
+    expect(actualSelector).toBe(expectedSelector);
+  });
 });
diff --git a/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts b/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
index f66a45816a..d9c6ee6d1a 100644
--- a/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
+++ b/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
@@ -38,6 +38,7 @@ import {
   FetchResponseWrapper,
   KubernetesFetchError,
   KubernetesErrorTypes,
+  ObjectFetchParams,
 } from '..';
 import lodash, { Dictionary } from 'lodash';
 
@@ -105,15 +106,16 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
     this.logger = logger;
   }
 
-  fetchObjectsByServiceId(
-    serviceId: string,
-    clusterDetails: ClusterDetails,
-    objectTypesToFetch: Set<KubernetesObjectTypes>,
+  fetchObjectsForService(
+    params: ObjectFetchParams,
   ): Promise<FetchResponseWrapper> {
-    const fetchResults = Array.from(objectTypesToFetch).map(type => {
-      return this.fetchByObjectType(serviceId, clusterDetails, type).catch(
-        captureKubernetesErrorsRethrowOthers,
-      );
+    const fetchResults = Array.from(params.objectTypesToFetch).map(type => {
+      return this.fetchByObjectType(
+        params.clusterDetails,
+        type,
+        params.labelSelector ||
+          `backstage.io/kubernetes-id=${params.serviceId}`,
+      ).catch(captureKubernetesErrorsRethrowOthers);
     });
 
     return Promise.all(fetchResults).then(fetchResultsToResponseWrapper);
@@ -121,45 +123,47 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
 
   // TODO could probably do with a tidy up
   private fetchByObjectType(
-    serviceId: string,
     clusterDetails: ClusterDetails,
     type: KubernetesObjectTypes,
+    labelSelector: string,
   ): Promise<FetchResponse> {
     switch (type) {
       case 'pods':
-        return this.fetchPodsByServiceId(serviceId, clusterDetails).then(r => ({
-          type: type,
-          resources: r,
-        }));
+        return this.fetchPodsForService(clusterDetails, labelSelector).then(
+          r => ({
+            type: type,
+            resources: r,
+          }),
+        );
       case 'configmaps':
-        return this.fetchConfigMapsByServiceId(
-          serviceId,
+        return this.fetchConfigMapsForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'deployments':
-        return this.fetchDeploymentsByServiceId(
-          serviceId,
+        return this.fetchDeploymentsForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'replicasets':
-        return this.fetchReplicaSetsByServiceId(
-          serviceId,
+        return this.fetchReplicaSetsForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'services':
-        return this.fetchServicesByServiceId(
-          serviceId,
+        return this.fetchServicesForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'horizontalpodautoscalers':
-        return this.fetchHorizontalPodAutoscalersByServiceId(
-          serviceId,
+        return this.fetchHorizontalPodAutoscalersForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'ingresses':
-        return this.fetchIngressesByServiceId(
-          serviceId,
+        return this.fetchIngressesForService(
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       default:
         // unrecognised type
@@ -192,79 +196,54 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
     });
   }
 
-  private fetchServicesByServiceId(
-    serviceId: string,
+  private fetchServicesForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1Service>> {
     return this.singleClusterFetch<V1Service>(clusterDetails, ({ core }) =>
-      core.listServiceForAllNamespaces(
-        false,
-        '',
-        '',
-        `backstage.io/kubernetes-id=${serviceId}`,
-      ),
+      core.listServiceForAllNamespaces(false, '', '', labelSelector),
     );
   }
 
-  private fetchPodsByServiceId(
-    serviceId: string,
+  private fetchPodsForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1Pod>> {
     return this.singleClusterFetch<V1Pod>(clusterDetails, ({ core }) =>
-      core.listPodForAllNamespaces(
-        false,
-        '',
-        '',
-        `backstage.io/kubernetes-id=${serviceId}`,
-      ),
+      core.listPodForAllNamespaces(false, '', '', labelSelector),
     );
   }
 
-  private fetchConfigMapsByServiceId(
-    serviceId: string,
+  private fetchConfigMapsForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1ConfigMap>> {
     return this.singleClusterFetch<V1Pod>(clusterDetails, ({ core }) =>
-      core.listConfigMapForAllNamespaces(
-        false,
-        '',
-        '',
-        `backstage.io/kubernetes-id=${serviceId}`,
-      ),
+      core.listConfigMapForAllNamespaces(false, '', '', labelSelector),
     );
   }
 
-  private fetchDeploymentsByServiceId(
-    serviceId: string,
+  private fetchDeploymentsForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1Deployment>> {
     return this.singleClusterFetch<V1Deployment>(clusterDetails, ({ apps }) =>
-      apps.listDeploymentForAllNamespaces(
-        false,
-        '',
-        '',
-        `backstage.io/kubernetes-id=${serviceId}`,
-      ),
+      apps.listDeploymentForAllNamespaces(false, '', '', labelSelector),
     );
   }
 
-  private fetchReplicaSetsByServiceId(
-    serviceId: string,
+  private fetchReplicaSetsForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1ReplicaSet>> {
     return this.singleClusterFetch<V1ReplicaSet>(clusterDetails, ({ apps }) =>
-      apps.listReplicaSetForAllNamespaces(
-        false,
-        '',
-        '',
-        `backstage.io/kubernetes-id=${serviceId}`,
-      ),
+      apps.listReplicaSetForAllNamespaces(false, '', '', labelSelector),
     );
   }
 
-  private fetchHorizontalPodAutoscalersByServiceId(
-    serviceId: string,
+  private fetchHorizontalPodAutoscalersForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1HorizontalPodAutoscaler>> {
     return this.singleClusterFetch<V1HorizontalPodAutoscaler>(
       clusterDetails,
@@ -273,14 +252,14 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
           false,
           '',
           '',
-          `backstage.io/kubernetes-id=${serviceId}`,
+          labelSelector,
         ),
     );
   }
 
-  private fetchIngressesByServiceId(
-    serviceId: string,
+  private fetchIngressesForService(
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<ExtensionsV1beta1Ingress>> {
     return this.singleClusterFetch<ExtensionsV1beta1Ingress>(
       clusterDetails,
@@ -289,7 +268,7 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
           false,
           '',
           '',
-          `backstage.io/kubernetes-id=${serviceId}`,
+          labelSelector,
         ),
     );
   }
diff --git a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts b/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts
index 8c26ded2d4..adebebe1c5 100644
--- a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts
+++ b/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts
@@ -14,18 +14,39 @@
  * limitations under the License.
  */
 
-import { handleGetKubernetesObjectsByServiceId } from './getKubernetesObjectsByServiceIdHandler';
+import { handleGetKubernetesObjectsForService } from './getKubernetesObjectsForServiceHandler';
 import { getVoidLogger } from '@backstage/backend-common';
-import { ClusterDetails } from '..';
+import { ComponentEntityV1alpha1 } from '@backstage/catalog-model';
+import { ObjectFetchParams } from '..';
 
 const TEST_SERVICE_ID = 'my-service';
 
-const fetchObjectsByServiceId = jest.fn();
+const fetchObjectsForService = jest.fn();
 
 const getClustersByServiceId = jest.fn();
 
+const goodEntity: ComponentEntityV1alpha1 = {
+  apiVersion: 'backstage.io/v1beta1',
+  kind: 'Component',
+  metadata: {
+    name: 'test-component',
+  },
+  spec: {
+    type: 'service',
+    lifecycle: 'production',
+    owner: 'joe',
+    kubernetes: {
+      selector: {
+        matchLabels: {
+          'backstage.io/test-label': 'test-component',
+        },
+      },
+    },
+  },
+};
+
 const mockFetch = (mock: jest.Mock) => {
-  mock.mockImplementation((serviceId: string, clusterDetails: ClusterDetails) =>
+  mock.mockImplementation((params: ObjectFetchParams) =>
     Promise.resolve({
       errors: [],
       responses: [
@@ -34,7 +55,7 @@ const mockFetch = (mock: jest.Mock) => {
           resources: [
             {
               metadata: {
-                name: `my-pods-${serviceId}-${clusterDetails.name}`,
+                name: `my-pods-${params.serviceId}-${params.clusterDetails.name}`,
               },
             },
           ],
@@ -44,7 +65,7 @@ const mockFetch = (mock: jest.Mock) => {
           resources: [
             {
               metadata: {
-                name: `my-configmaps-${serviceId}-${clusterDetails.name}`,
+                name: `my-configmaps-${params.serviceId}-${params.clusterDetails.name}`,
               },
             },
           ],
@@ -54,7 +75,7 @@ const mockFetch = (mock: jest.Mock) => {
           resources: [
             {
               metadata: {
-                name: `my-services-${serviceId}-${clusterDetails.name}`,
+                name: `my-services-${params.serviceId}-${params.clusterDetails.name}`,
               },
             },
           ],
@@ -64,7 +85,7 @@ const mockFetch = (mock: jest.Mock) => {
   );
 };
 
-describe('handleGetKubernetesObjectsByServiceId', () => {
+describe('handleGetKubernetesObjectsForService', () => {
   beforeEach(() => {
     jest.resetAllMocks();
   });
@@ -79,22 +100,22 @@ describe('handleGetKubernetesObjectsByServiceId', () => {
       ]),
     );
 
-    mockFetch(fetchObjectsByServiceId);
+    mockFetch(fetchObjectsForService);
 
-    const result = await handleGetKubernetesObjectsByServiceId(
+    const result = await handleGetKubernetesObjectsForService(
       TEST_SERVICE_ID,
       {
-        fetchObjectsByServiceId,
+        fetchObjectsForService: fetchObjectsForService,
       },
       {
         getClustersByServiceId,
       },
       getVoidLogger(),
-      {},
+      { entity: goodEntity },
     );
 
     expect(getClustersByServiceId.mock.calls.length).toBe(1);
-    expect(fetchObjectsByServiceId.mock.calls.length).toBe(1);
+    expect(fetchObjectsForService.mock.calls.length).toBe(1);
     expect(result).toStrictEqual({
       items: [
         {
@@ -153,18 +174,19 @@ describe('handleGetKubernetesObjectsByServiceId', () => {
       ]),
     );
 
-    mockFetch(fetchObjectsByServiceId);
+    mockFetch(fetchObjectsForService);
 
-    const result = await handleGetKubernetesObjectsByServiceId(
+    const result = await handleGetKubernetesObjectsForService(
       TEST_SERVICE_ID,
       {
-        fetchObjectsByServiceId,
+        fetchObjectsForService: fetchObjectsForService,
       },
       {
         getClustersByServiceId,
       },
       getVoidLogger(),
       {
+        entity: goodEntity,
         auth: {
           google: 'google_token_123',
         },
@@ -172,7 +194,7 @@ describe('handleGetKubernetesObjectsByServiceId', () => {
     );
 
     expect(getClustersByServiceId.mock.calls.length).toBe(1);
-    expect(fetchObjectsByServiceId.mock.calls.length).toBe(2);
+    expect(fetchObjectsForService.mock.calls.length).toBe(2);
     expect(result).toStrictEqual({
       items: [
         {
diff --git a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts b/plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
similarity index 66%
rename from plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts
rename to plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
index 6fc6092bd6..1b0cf4f783 100644
--- a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts
+++ b/plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
@@ -15,25 +15,27 @@
  */
 
 import { Logger } from 'winston';
+import { ComponentEntityV1alpha1 } from '@backstage/catalog-model';
 import {
-  AuthRequestBody,
+  KubernetesRequestBody,
   ClusterDetails,
   KubernetesServiceLocator,
   KubernetesFetcher,
   KubernetesObjectTypes,
-  ObjectsByServiceIdResponse,
+  ObjectsByEntityResponse,
+  ObjectFetchParams,
 } from '../types/types';
 import { KubernetesAuthTranslator } from '../kubernetes-auth-translator/types';
 import { KubernetesAuthTranslatorGenerator } from '../kubernetes-auth-translator/KubernetesAuthTranslatorGenerator';
 
-export type GetKubernetesObjectsByServiceIdHandler = (
+export type GetKubernetesObjectsForServiceHandler = (
   serviceId: string,
   fetcher: KubernetesFetcher,
   serviceLocator: KubernetesServiceLocator,
   logger: Logger,
-  requestBody: AuthRequestBody,
-  objectsToFetch?: Set<KubernetesObjectTypes>,
-) => Promise<ObjectsByServiceIdResponse>;
+  requestBody: KubernetesRequestBody,
+  objectTypesToFetch?: Set<KubernetesObjectTypes>,
+) => Promise<ObjectsByEntityResponse>;
 
 const DEFAULT_OBJECTS = new Set<KubernetesObjectTypes>([
   'pods',
@@ -45,14 +47,26 @@ const DEFAULT_OBJECTS = new Set<KubernetesObjectTypes>([
   'ingresses',
 ]);
 
+function parseLabelSelector(entity: ComponentEntityV1alpha1): string {
+  const matchLabels = entity?.spec?.kubernetes?.selector?.matchLabels;
+  if (matchLabels) {
+    // TODO: figure out how to convert the selector to the full query param from the yaml
+    //  (as shown here https://github.com/kubernetes/apimachinery/blob/master/pkg/labels/selector.go)
+    return Object.keys(matchLabels)
+      .map(key => `${key}=${matchLabels[key.toString()]}`)
+      .join(',');
+  }
+  return '';
+}
+
 // Fans out the request to all clusters that the service lives in, aggregates their responses together
-export const handleGetKubernetesObjectsByServiceId: GetKubernetesObjectsByServiceIdHandler = async (
+export const handleGetKubernetesObjectsForService: GetKubernetesObjectsForServiceHandler = async (
   serviceId,
   fetcher,
   serviceLocator,
   logger,
   requestBody,
-  objectsToFetch = DEFAULT_OBJECTS,
+  objectTypesToFetch = DEFAULT_OBJECTS,
 ) => {
   const clusterDetails: ClusterDetails[] = await serviceLocator.getClustersByServiceId(
     serviceId,
@@ -78,14 +92,21 @@ export const handleGetKubernetesObjectsByServiceId: GetKubernetesObjectsByServic
       .join(', ')}]`,
   );
 
+  const labelSelector = parseLabelSelector(requestBody.entity);
+
   return Promise.all(
-    clusterDetailsDecoratedForAuth.map(cd => {
+    clusterDetailsDecoratedForAuth.map(clusterDetails => {
       return fetcher
-        .fetchObjectsByServiceId(serviceId, cd, objectsToFetch)
+        .fetchObjectsForService(<ObjectFetchParams>{
+          serviceId,
+          clusterDetails,
+          objectTypesToFetch,
+          labelSelector,
+        })
         .then(result => {
           return {
             cluster: {
-              name: cd.name,
+              name: clusterDetails.name,
             },
             resources: result.responses,
             errors: result.errors,
diff --git a/plugins/kubernetes-backend/src/service/router.test.ts b/plugins/kubernetes-backend/src/service/router.test.ts
index 6f9fbbf70f..a407ce9693 100644
--- a/plugins/kubernetes-backend/src/service/router.test.ts
+++ b/plugins/kubernetes-backend/src/service/router.test.ts
@@ -21,18 +21,18 @@ import { makeRouter } from './router';
 import {
   KubernetesServiceLocator,
   KubernetesFetcher,
-  ObjectsByServiceIdResponse,
+  ObjectsByEntityResponse,
 } from '..';
 
 describe('router', () => {
   let app: express.Express;
   let kubernetesFetcher: jest.Mocked<KubernetesFetcher>;
   let kubernetesServiceLocator: jest.Mocked<KubernetesServiceLocator>;
-  let handleGetByServiceId: jest.Mock<Promise<ObjectsByServiceIdResponse>>;
+  let handleGetByServiceId: jest.Mock<Promise<ObjectsByEntityResponse>>;
 
   beforeAll(async () => {
     kubernetesFetcher = {
-      fetchObjectsByServiceId: jest.fn(),
+      fetchObjectsForService: jest.fn(),
     };
 
     kubernetesServiceLocator = {
diff --git a/plugins/kubernetes-backend/src/service/router.ts b/plugins/kubernetes-backend/src/service/router.ts
index b73115e1e4..38a02ad970 100644
--- a/plugins/kubernetes-backend/src/service/router.ts
+++ b/plugins/kubernetes-backend/src/service/router.ts
@@ -22,11 +22,11 @@ import { MultiTenantServiceLocator } from '../service-locator/MultiTenantService
 import { KubernetesClientBasedFetcher } from './KubernetesFetcher';
 import { KubernetesClientProvider } from './KubernetesClientProvider';
 import {
-  GetKubernetesObjectsByServiceIdHandler,
-  handleGetKubernetesObjectsByServiceId,
-} from './getKubernetesObjectsByServiceIdHandler';
+  GetKubernetesObjectsForServiceHandler,
+  handleGetKubernetesObjectsForService,
+} from './getKubernetesObjectsForServiceHandler';
 import {
-  AuthRequestBody,
+  KubernetesRequestBody,
   KubernetesServiceLocator,
   KubernetesFetcher,
   ServiceLocatorMethod,
@@ -64,16 +64,16 @@ export const makeRouter = (
   logger: Logger,
   fetcher: KubernetesFetcher,
   serviceLocator: KubernetesServiceLocator,
-  handleGetByServiceId: GetKubernetesObjectsByServiceIdHandler,
+  handleGetByEntity: GetKubernetesObjectsForServiceHandler,
 ): express.Router => {
   const router = Router();
   router.use(express.json());
 
   router.post('/services/:serviceId', async (req, res) => {
     const serviceId = req.params.serviceId;
-    const requestBody: AuthRequestBody = req.body;
+    const requestBody: KubernetesRequestBody = req.body;
     try {
-      const response = await handleGetByServiceId(
+      const response = await handleGetByEntity(
         serviceId,
         fetcher,
         serviceLocator,
@@ -119,6 +119,6 @@ export async function createRouter(
     logger,
     fetcher,
     serviceLocator,
-    handleGetKubernetesObjectsByServiceId,
+    handleGetKubernetesObjectsForService,
   );
 }
diff --git a/plugins/kubernetes-backend/src/types/types.ts b/plugins/kubernetes-backend/src/types/types.ts
index 1422511c21..b2a5ef432c 100644
--- a/plugins/kubernetes-backend/src/types/types.ts
+++ b/plugins/kubernetes-backend/src/types/types.ts
@@ -23,6 +23,7 @@ import {
   V1ReplicaSet,
   V1Service,
 } from '@kubernetes/client-node';
+import { ComponentEntityV1alpha1 } from '@backstage/catalog-model';
 
 export interface ClusterDetails {
   name: string;
@@ -31,10 +32,11 @@ export interface ClusterDetails {
   serviceAccountToken?: string | undefined;
 }
 
-export interface AuthRequestBody {
+export interface KubernetesRequestBody {
   auth?: {
     google?: string;
   };
+  entity: ComponentEntityV1alpha1;
 }
 
 export interface ClusterObjects {
@@ -43,7 +45,7 @@ export interface ClusterObjects {
   errors: KubernetesFetchError[];
 }
 
-export interface ObjectsByServiceIdResponse {
+export interface ObjectsByEntityResponse {
   items: ClusterObjects[];
 }
 
@@ -107,13 +109,18 @@ export interface IngressesFetchResponse {
   resources: Array<ExtensionsV1beta1Ingress>;
 }
 
+export interface ObjectFetchParams {
+  serviceId: string;
+  clusterDetails: ClusterDetails;
+  objectTypesToFetch: Set<KubernetesObjectTypes>;
+  labelSelector: string;
+}
+
 // Fetches information from a kubernetes cluster using the cluster details object
 // to target a specific cluster
 export interface KubernetesFetcher {
-  fetchObjectsByServiceId(
-    serviceId: string,
-    clusterDetails: ClusterDetails,
-    objectTypesToFetch: Set<KubernetesObjectTypes>,
+  fetchObjectsForService(
+    params: ObjectFetchParams,
   ): Promise<FetchResponseWrapper>;
 }
 
diff --git a/plugins/kubernetes/README.md b/plugins/kubernetes/README.md
index 1ad478bd89..8f3542a46e 100644
--- a/plugins/kubernetes/README.md
+++ b/plugins/kubernetes/README.md
@@ -14,7 +14,28 @@ It is only meant for local development, and the setup for it can be found inside
 
 ## Surfacing your Kubernetes components as part of an entity
 
-### Adding the entity annotation
+There are two ways to surface your kubernetes components as part of an entity.
+The label selector takes precedence over the annotation/service id.
+
+### Full label selector
+
+#### Adding the entity label selector to the spec
+
+In order for Backstage to detect that an entity has kubernetes components the `kubernetes.selector` must have a valid selector. (Currently only matchLabels is supported)
+
+```yaml
+spec:
+  kubernetes:
+    selector:
+      matchLabels:
+        someKey: someValue
+        other-key: other-value
+        app.kubernetes.io/name: dice-roller
+```
+
+### Common `backstage.io/kubernetes-id` label on objects
+
+#### Adding the entity annotation
 
 In order for Backstage to detect that an entity has Kubernetes components,
 the following annotation should be added to the entity.
@@ -24,7 +45,7 @@ annotations:
   'backstage.io/kubernetes-id': dice-roller
 ```
 
-### Labeling Kubernetes components
+#### Labeling Kubernetes components
 
 In order for Kubernetes components to show up in the service catalog
 as a part of an entity, Kubernetes components must be labeled with the following label:
diff --git a/plugins/kubernetes/src/api/KubernetesBackendClient.ts b/plugins/kubernetes/src/api/KubernetesBackendClient.ts
index 86bb830046..b81a799d6b 100644
--- a/plugins/kubernetes/src/api/KubernetesBackendClient.ts
+++ b/plugins/kubernetes/src/api/KubernetesBackendClient.ts
@@ -17,8 +17,8 @@
 import { DiscoveryApi } from '@backstage/core';
 import { KubernetesApi } from './types';
 import {
-  AuthRequestBody,
-  ObjectsByServiceIdResponse,
+  KubernetesRequestBody,
+  ObjectsByEntityResponse,
 } from '@backstage/plugin-kubernetes-backend';
 
 export class KubernetesBackendClient implements KubernetesApi {
@@ -30,7 +30,7 @@ export class KubernetesBackendClient implements KubernetesApi {
 
   private async getRequired(
     path: string,
-    requestBody: AuthRequestBody,
+    requestBody: KubernetesRequestBody,
   ): Promise<any> {
     const url = `${await this.discoveryApi.getBaseUrl('kubernetes')}${path}`;
     const response = await fetch(url, {
@@ -50,10 +50,12 @@ export class KubernetesBackendClient implements KubernetesApi {
     return await response.json();
   }
 
-  async getObjectsByServiceId(
-    serviceId: String,
-    requestBody: AuthRequestBody,
-  ): Promise<ObjectsByServiceIdResponse> {
-    return await this.getRequired(`/services/${serviceId}`, requestBody);
+  async getObjectsByEntity(
+    requestBody: KubernetesRequestBody,
+  ): Promise<ObjectsByEntityResponse> {
+    return await this.getRequired(
+      `/services/${requestBody.entity.metadata.name}`,
+      requestBody,
+    );
   }
 }
diff --git a/plugins/kubernetes/src/api/types.ts b/plugins/kubernetes/src/api/types.ts
index 8e44d58e6a..498e74a626 100644
--- a/plugins/kubernetes/src/api/types.ts
+++ b/plugins/kubernetes/src/api/types.ts
@@ -16,8 +16,8 @@
 
 import { createApiRef } from '@backstage/core';
 import {
-  AuthRequestBody,
-  ObjectsByServiceIdResponse,
+  KubernetesRequestBody,
+  ObjectsByEntityResponse,
 } from '@backstage/plugin-kubernetes-backend';
 
 export const kubernetesApiRef = createApiRef<KubernetesApi>({
@@ -27,8 +27,7 @@ export const kubernetesApiRef = createApiRef<KubernetesApi>({
 });
 
 export interface KubernetesApi {
-  getObjectsByServiceId(
-    serviceId: String,
-    requestBody: AuthRequestBody,
-  ): Promise<ObjectsByServiceIdResponse>;
+  getObjectsByEntity(
+    requestBody: KubernetesRequestBody,
+  ): Promise<ObjectsByEntityResponse>;
 }
diff --git a/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx b/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
index a3e82e79a4..14cda3b5f7 100644
--- a/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
+++ b/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
@@ -26,13 +26,13 @@ import {
   TabbedCard,
   useApi,
 } from '@backstage/core';
-import { Entity } from '@backstage/catalog-model';
+import { ComponentEntityV1alpha1, Entity } from '@backstage/catalog-model';
 import { kubernetesApiRef } from '../../api/types';
 import {
-  AuthRequestBody,
+  KubernetesRequestBody,
   ClusterObjects,
   FetchResponse,
-  ObjectsByServiceIdResponse,
+  ObjectsByEntityResponse,
 } from '@backstage/plugin-kubernetes-backend';
 import { kubernetesAuthProvidersApiRef } from '../../kubernetes-auth-provider/types';
 import { DeploymentTables } from '../DeploymentTables';
@@ -104,7 +104,7 @@ export const KubernetesContent = ({ entity }: KubernetesContentProps) => {
   const kubernetesApi = useApi(kubernetesApiRef);
 
   const [kubernetesObjects, setKubernetesObjects] = useState<
-    ObjectsByServiceIdResponse | undefined
+    ObjectsByEntityResponse | undefined
   >(undefined);
   const [error, setError] = useState<string | undefined>(undefined);
 
@@ -120,7 +120,9 @@ export const KubernetesContent = ({ entity }: KubernetesContentProps) => {
   useEffect(() => {
     (async () => {
       // For each auth type, invoke decorateRequestBodyForAuth on corresponding KubernetesAuthProvider
-      let requestBody: AuthRequestBody = {};
+      let requestBody: KubernetesRequestBody = {
+        entity: entity as ComponentEntityV1alpha1,
+      };
       for (const authProviderStr of authProviders) {
         // Multiple asyncs done sequentially instead of all at once to prevent same requestBody from being modified simultaneously
         requestBody = await kubernetesAuthProvidersApi.decorateRequestBodyForAuth(
@@ -131,7 +133,7 @@ export const KubernetesContent = ({ entity }: KubernetesContentProps) => {
 
       // TODO: Add validation on contents/format of requestBody
       kubernetesApi
-        .getObjectsByServiceId(entity.metadata.name, requestBody)
+        .getObjectsByEntity(requestBody)
         .then(result => {
           setKubernetesObjects(result);
         })
diff --git a/plugins/kubernetes/src/kubernetes-auth-provider/GoogleKubernetesAuthProvider.ts b/plugins/kubernetes/src/kubernetes-auth-provider/GoogleKubernetesAuthProvider.ts
index 7de5c7c0a9..570806a1a4 100644
--- a/plugins/kubernetes/src/kubernetes-auth-provider/GoogleKubernetesAuthProvider.ts
+++ b/plugins/kubernetes/src/kubernetes-auth-provider/GoogleKubernetesAuthProvider.ts
@@ -16,7 +16,7 @@
 
 import { OAuthApi } from '@backstage/core';
 import { KubernetesAuthProvider } from './types';
-import { AuthRequestBody } from '@backstage/plugin-kubernetes-backend';
+import { KubernetesRequestBody } from '@backstage/plugin-kubernetes-backend';
 
 export class GoogleKubernetesAuthProvider implements KubernetesAuthProvider {
   authProvider: OAuthApi;
@@ -26,8 +26,8 @@ export class GoogleKubernetesAuthProvider implements KubernetesAuthProvider {
   }
 
   async decorateRequestBodyForAuth(
-    requestBody: AuthRequestBody,
-  ): Promise<AuthRequestBody> {
+    requestBody: KubernetesRequestBody,
+  ): Promise<KubernetesRequestBody> {
     const googleAuthToken: string = await this.authProvider.getAccessToken(
       'https://www.googleapis.com/auth/cloud-platform',
     );
diff --git a/plugins/kubernetes/src/kubernetes-auth-provider/KubernetesAuthProviders.ts b/plugins/kubernetes/src/kubernetes-auth-provider/KubernetesAuthProviders.ts
index ac909d6695..9f64af9c2e 100644
--- a/plugins/kubernetes/src/kubernetes-auth-provider/KubernetesAuthProviders.ts
+++ b/plugins/kubernetes/src/kubernetes-auth-provider/KubernetesAuthProviders.ts
@@ -15,7 +15,7 @@
  */
 
 import { OAuthApi } from '@backstage/core';
-import { AuthRequestBody } from '@backstage/plugin-kubernetes-backend';
+import { KubernetesRequestBody } from '@backstage/plugin-kubernetes-backend';
 import { KubernetesAuthProvider, KubernetesAuthProvidersApi } from './types';
 import { GoogleKubernetesAuthProvider } from './GoogleKubernetesAuthProvider';
 import { ServiceAccountKubernetesAuthProvider } from './ServiceAccountKubernetesAuthProvider';
@@ -40,8 +40,8 @@ export class KubernetesAuthProviders implements KubernetesAuthProvidersApi {
 
   async decorateRequestBodyForAuth(
     authProvider: string,
-    requestBody: AuthRequestBody,
-  ): Promise<AuthRequestBody> {
+    requestBody: KubernetesRequestBody,
+  ): Promise<KubernetesRequestBody> {
     const kubernetesAuthProvider:
       | KubernetesAuthProvider
       | undefined = this.kubernetesAuthProviderMap.get(authProvider);
diff --git a/plugins/kubernetes/src/kubernetes-auth-provider/ServiceAccountKubernetesAuthProvider.ts b/plugins/kubernetes/src/kubernetes-auth-provider/ServiceAccountKubernetesAuthProvider.ts
index 3ac5a9494b..5d33521ae4 100644
--- a/plugins/kubernetes/src/kubernetes-auth-provider/ServiceAccountKubernetesAuthProvider.ts
+++ b/plugins/kubernetes/src/kubernetes-auth-provider/ServiceAccountKubernetesAuthProvider.ts
@@ -15,13 +15,13 @@
  */
 
 import { KubernetesAuthProvider } from './types';
-import { AuthRequestBody } from '@backstage/plugin-kubernetes-backend';
+import { KubernetesRequestBody } from '@backstage/plugin-kubernetes-backend';
 
 export class ServiceAccountKubernetesAuthProvider
   implements KubernetesAuthProvider {
   async decorateRequestBodyForAuth(
-    requestBody: AuthRequestBody,
-  ): Promise<AuthRequestBody> {
+    requestBody: KubernetesRequestBody,
+  ): Promise<KubernetesRequestBody> {
     // No-op, with service account for auth, cluster config/details should already have serviceAccountToken
     return requestBody;
   }
diff --git a/plugins/kubernetes/src/kubernetes-auth-provider/types.ts b/plugins/kubernetes/src/kubernetes-auth-provider/types.ts
index 24fee0f94c..5bd253d2c1 100644
--- a/plugins/kubernetes/src/kubernetes-auth-provider/types.ts
+++ b/plugins/kubernetes/src/kubernetes-auth-provider/types.ts
@@ -15,12 +15,12 @@
  */
 
 import { createApiRef } from '@backstage/core';
-import { AuthRequestBody } from '@backstage/plugin-kubernetes-backend';
+import { KubernetesRequestBody } from '@backstage/plugin-kubernetes-backend';
 
 export interface KubernetesAuthProvider {
   decorateRequestBodyForAuth(
-    requestBody: AuthRequestBody,
-  ): Promise<AuthRequestBody>;
+    requestBody: KubernetesRequestBody,
+  ): Promise<KubernetesRequestBody>;
 }
 
 export const kubernetesAuthProvidersApiRef = createApiRef<
@@ -33,6 +33,6 @@ export const kubernetesAuthProvidersApiRef = createApiRef<
 export interface KubernetesAuthProvidersApi {
   decorateRequestBodyForAuth(
     authProvider: string,
-    requestBody: AuthRequestBody,
-  ): Promise<AuthRequestBody>;
+    requestBody: KubernetesRequestBody,
+  ): Promise<KubernetesRequestBody>;
 }