diff --git a/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts b/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
index 6294b3a7ed..8c562b5200 100644
--- a/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
+++ b/plugins/kubernetes-backend/src/service/KubernetesFetcher.test.ts
@@ -57,7 +57,7 @@ describe('KubernetesClientProvider', () => {
 
     clientMock.listServiceForAllNamespaces.mockRejectedValue(errorResponse);
 
-    const result = await sut.fetchObjectsByServiceId(
+    const result = await sut.fetchObjectsForService(
       'some-service',
       {
         name: 'cluster1',
@@ -120,7 +120,7 @@ describe('KubernetesClientProvider', () => {
       },
     });
 
-    const result = await sut.fetchObjectsByServiceId(
+    const result = await sut.fetchObjectsForService(
       'some-service',
       {
         name: 'cluster1',
@@ -169,7 +169,7 @@ describe('KubernetesClientProvider', () => {
   });
   it('should throw error on unknown type', () => {
     expect(() =>
-      sut.fetchObjectsByServiceId(
+      sut.fetchObjectsForService(
         'some-service',
         {
           name: 'cluster1',
diff --git a/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts b/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
index f66a45816a..3bfb651d52 100644
--- a/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
+++ b/plugins/kubernetes-backend/src/service/KubernetesFetcher.ts
@@ -105,15 +105,19 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
     this.logger = logger;
   }
 
-  fetchObjectsByServiceId(
+  fetchObjectsForService(
     serviceId: string,
     clusterDetails: ClusterDetails,
     objectTypesToFetch: Set<KubernetesObjectTypes>,
+    labelSelector: string,
   ): Promise<FetchResponseWrapper> {
     const fetchResults = Array.from(objectTypesToFetch).map(type => {
-      return this.fetchByObjectType(serviceId, clusterDetails, type).catch(
-        captureKubernetesErrorsRethrowOthers,
-      );
+      return this.fetchByObjectType(
+        serviceId,
+        clusterDetails,
+        type,
+        labelSelector,
+      ).catch(captureKubernetesErrorsRethrowOthers);
     });
 
     return Promise.all(fetchResults).then(fetchResultsToResponseWrapper);
@@ -124,42 +128,53 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
     serviceId: string,
     clusterDetails: ClusterDetails,
     type: KubernetesObjectTypes,
+    labelSelector: string,
   ): Promise<FetchResponse> {
     switch (type) {
       case 'pods':
-        return this.fetchPodsByServiceId(serviceId, clusterDetails).then(r => ({
+        return this.fetchPodsForService(
+          serviceId,
+          clusterDetails,
+          labelSelector,
+        ).then(r => ({
           type: type,
           resources: r,
         }));
       case 'configmaps':
-        return this.fetchConfigMapsByServiceId(
+        return this.fetchConfigMapsForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'deployments':
-        return this.fetchDeploymentsByServiceId(
+        return this.fetchDeploymentsForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'replicasets':
-        return this.fetchReplicaSetsByServiceId(
+        return this.fetchReplicaSetsForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'services':
-        return this.fetchServicesByServiceId(
+        return this.fetchServicesForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'horizontalpodautoscalers':
-        return this.fetchHorizontalPodAutoscalersByServiceId(
+        return this.fetchHorizontalPodAutoscalersForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       case 'ingresses':
-        return this.fetchIngressesByServiceId(
+        return this.fetchIngressesForService(
           serviceId,
           clusterDetails,
+          labelSelector,
         ).then(r => ({ type: type, resources: r }));
       default:
         // unrecognised type
@@ -192,79 +207,60 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
     });
   }
 
-  private fetchServicesByServiceId(
+  private fetchServicesForService(
     serviceId: string,
     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(
+  private fetchPodsForService(
     serviceId: string,
     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(
+  private fetchConfigMapsForService(
     serviceId: string,
     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(
+  private fetchDeploymentsForService(
     serviceId: string,
     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(
+  private fetchReplicaSetsForService(
     serviceId: string,
     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(
+  private fetchHorizontalPodAutoscalersForService(
     serviceId: string,
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<V1HorizontalPodAutoscaler>> {
     return this.singleClusterFetch<V1HorizontalPodAutoscaler>(
       clusterDetails,
@@ -273,14 +269,15 @@ export class KubernetesClientBasedFetcher implements KubernetesFetcher {
           false,
           '',
           '',
-          `backstage.io/kubernetes-id=${serviceId}`,
+          labelSelector,
         ),
     );
   }
 
-  private fetchIngressesByServiceId(
+  private fetchIngressesForService(
     serviceId: string,
     clusterDetails: ClusterDetails,
+    labelSelector: string,
   ): Promise<Array<ExtensionsV1beta1Ingress>> {
     return this.singleClusterFetch<ExtensionsV1beta1Ingress>(
       clusterDetails,
@@ -289,7 +286,7 @@ 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..f413d080c6 100644
--- a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts
+++ b/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.test.ts
@@ -14,7 +14,7 @@
  * limitations under the License.
  */
 
-import { handleGetKubernetesObjectsByServiceId } from './getKubernetesObjectsByServiceIdHandler';
+import { handleGetKubernetesObjectsForService } from './getKubernetesObjectsForServiceHandler';
 import { getVoidLogger } from '@backstage/backend-common';
 import { ClusterDetails } from '..';
 
@@ -81,10 +81,10 @@ describe('handleGetKubernetesObjectsByServiceId', () => {
 
     mockFetch(fetchObjectsByServiceId);
 
-    const result = await handleGetKubernetesObjectsByServiceId(
+    const result = await handleGetKubernetesObjectsForService(
       TEST_SERVICE_ID,
       {
-        fetchObjectsByServiceId,
+        fetchObjectsForService: fetchObjectsByServiceId,
       },
       {
         getClustersByServiceId,
@@ -155,10 +155,10 @@ describe('handleGetKubernetesObjectsByServiceId', () => {
 
     mockFetch(fetchObjectsByServiceId);
 
-    const result = await handleGetKubernetesObjectsByServiceId(
+    const result = await handleGetKubernetesObjectsForService(
       TEST_SERVICE_ID,
       {
-        fetchObjectsByServiceId,
+        fetchObjectsForService: fetchObjectsByServiceId,
       },
       {
         getClustersByServiceId,
diff --git a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts b/plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
similarity index 90%
rename from plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts
rename to plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
index 6fc6092bd6..5f31248790 100644
--- a/plugins/kubernetes-backend/src/service/getKubernetesObjectsByServiceIdHandler.ts
+++ b/plugins/kubernetes-backend/src/service/getKubernetesObjectsForServiceHandler.ts
@@ -26,12 +26,13 @@ import {
 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,
+  labelSelector: string,
   objectsToFetch?: Set<KubernetesObjectTypes>,
 ) => Promise<ObjectsByServiceIdResponse>;
 
@@ -46,12 +47,13 @@ const DEFAULT_OBJECTS = new Set<KubernetesObjectTypes>([
 ]);
 
 // 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,
+  labelSelector: string,
   objectsToFetch = DEFAULT_OBJECTS,
 ) => {
   const clusterDetails: ClusterDetails[] = await serviceLocator.getClustersByServiceId(
@@ -81,7 +83,7 @@ export const handleGetKubernetesObjectsByServiceId: GetKubernetesObjectsByServic
   return Promise.all(
     clusterDetailsDecoratedForAuth.map(cd => {
       return fetcher
-        .fetchObjectsByServiceId(serviceId, cd, objectsToFetch)
+        .fetchObjectsForService(serviceId, cd, objectsToFetch, labelSelector)
         .then(result => {
           return {
             cluster: {
diff --git a/plugins/kubernetes-backend/src/service/router.test.ts b/plugins/kubernetes-backend/src/service/router.test.ts
index 6f9fbbf70f..b63b63ead6 100644
--- a/plugins/kubernetes-backend/src/service/router.test.ts
+++ b/plugins/kubernetes-backend/src/service/router.test.ts
@@ -32,7 +32,7 @@ describe('router', () => {
 
   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..5462b5c9fb 100644
--- a/plugins/kubernetes-backend/src/service/router.ts
+++ b/plugins/kubernetes-backend/src/service/router.ts
@@ -22,9 +22,9 @@ 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,
   KubernetesServiceLocator,
@@ -64,13 +64,14 @@ export const makeRouter = (
   logger: Logger,
   fetcher: KubernetesFetcher,
   serviceLocator: KubernetesServiceLocator,
-  handleGetByServiceId: GetKubernetesObjectsByServiceIdHandler,
+  handleGetByServiceId: GetKubernetesObjectsForServiceHandler,
 ): express.Router => {
   const router = Router();
   router.use(express.json());
 
   router.post('/services/:serviceId', async (req, res) => {
     const serviceId = req.params.serviceId;
+    const labelSelector = req.query.labelSelector;
     const requestBody: AuthRequestBody = req.body;
     try {
       const response = await handleGetByServiceId(
@@ -79,6 +80,7 @@ export const makeRouter = (
         serviceLocator,
         logger,
         requestBody,
+        labelSelector,
       );
       res.send(response);
     } catch (e) {
@@ -119,6 +121,6 @@ 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..0425687f48 100644
--- a/plugins/kubernetes-backend/src/types/types.ts
+++ b/plugins/kubernetes-backend/src/types/types.ts
@@ -110,10 +110,11 @@ export interface IngressesFetchResponse {
 // Fetches information from a kubernetes cluster using the cluster details object
 // to target a specific cluster
 export interface KubernetesFetcher {
-  fetchObjectsByServiceId(
+  fetchObjectsForService(
     serviceId: string,
     clusterDetails: ClusterDetails,
     objectTypesToFetch: Set<KubernetesObjectTypes>,
+    labelSelector: string,
   ): Promise<FetchResponseWrapper>;
 }
 
diff --git a/plugins/kubernetes/README.md b/plugins/kubernetes/README.md
index 1ad478bd89..e6f1f2355a 100644
--- a/plugins/kubernetes/README.md
+++ b/plugins/kubernetes/README.md
@@ -14,7 +14,12 @@ 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 2 ways to surface your kubernetes components as part of an entity.
+The label selector takes precedence over the annotation/service id.
+
+### Common `backstage.io/kubernetes-id` label
+
+#### 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 +29,7 @@ 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:
@@ -32,3 +37,19 @@ as a part of an entity, Kubernetes components must be labeled with the following
 ```yaml
 'backstage.io/kubernetes-id': <ENTITY_NAME>
 ```
+
+### 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
+```
diff --git a/plugins/kubernetes/src/api/KubernetesBackendClient.ts b/plugins/kubernetes/src/api/KubernetesBackendClient.ts
index 86bb830046..faf9aaf024 100644
--- a/plugins/kubernetes/src/api/KubernetesBackendClient.ts
+++ b/plugins/kubernetes/src/api/KubernetesBackendClient.ts
@@ -20,6 +20,7 @@ import {
   AuthRequestBody,
   ObjectsByServiceIdResponse,
 } from '@backstage/plugin-kubernetes-backend';
+import { V1LabelSelector } from '@kubernetes/client-node';
 
 export class KubernetesBackendClient implements KubernetesApi {
   private readonly discoveryApi: DiscoveryApi;
@@ -50,10 +51,23 @@ export class KubernetesBackendClient implements KubernetesApi {
     return await response.json();
   }
 
-  async getObjectsByServiceId(
+  private parseLabelSelector(params: V1LabelSelector): string {
+    // 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(params.matchLabels)
+      .map(key => `${key}=${params[key]}`)
+      .join(',');
+  }
+
+  async getObjectsByLabelSelector(
     serviceId: String,
+    labelSelector: V1LabelSelector,
     requestBody: AuthRequestBody,
   ): Promise<ObjectsByServiceIdResponse> {
-    return await this.getRequired(`/services/${serviceId}`, requestBody);
+    const labelSelectorQueryParams = this.parseLabelSelector(labelSelector);
+    return await this.getRequired(
+      `/services/${serviceId}?labelSelector=${labelSelectorQueryParams}`,
+      requestBody,
+    );
   }
 }
diff --git a/plugins/kubernetes/src/api/types.ts b/plugins/kubernetes/src/api/types.ts
index 8e44d58e6a..2f13dcb02b 100644
--- a/plugins/kubernetes/src/api/types.ts
+++ b/plugins/kubernetes/src/api/types.ts
@@ -19,6 +19,7 @@ import {
   AuthRequestBody,
   ObjectsByServiceIdResponse,
 } from '@backstage/plugin-kubernetes-backend';
+import { V1LabelSelector } from '@kubernetes/client-node';
 
 export const kubernetesApiRef = createApiRef<KubernetesApi>({
   id: 'plugin.kubernetes.service',
@@ -27,8 +28,9 @@ export const kubernetesApiRef = createApiRef<KubernetesApi>({
 });
 
 export interface KubernetesApi {
-  getObjectsByServiceId(
+  getObjectsByLabelSelector(
     serviceId: String,
+    labelSelector: V1LabelSelector,
     requestBody: AuthRequestBody,
   ): Promise<ObjectsByServiceIdResponse>;
 }
diff --git a/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx b/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
index a3e82e79a4..d46a888b39 100644
--- a/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
+++ b/plugins/kubernetes/src/components/KubernetesContent/KubernetesContent.tsx
@@ -41,6 +41,7 @@ import {
   ExtensionsV1beta1Ingress,
   V1ConfigMap,
   V1HorizontalPodAutoscaler,
+  V1LabelSelector,
   V1Service,
 } from '@kubernetes/client-node';
 import { Services } from '../Services';
@@ -129,9 +130,27 @@ export const KubernetesContent = ({ entity }: KubernetesContentProps) => {
         );
       }
 
+      // decide label selector to search by defaulting to this label
+      let labelSelector: V1LabelSelector = {
+        matchLabels: {
+          'backstage.io/kubernetes-id': entity.metadata.name,
+        },
+      };
+
+      if (
+        entity.spec.kubernetes &&
+        (entity.spec.kubernetes.selector as V1LabelSelector)
+      ) {
+        labelSelector = entity.spec.kubernetes.selector;
+      }
+
       // TODO: Add validation on contents/format of requestBody
       kubernetesApi
-        .getObjectsByServiceId(entity.metadata.name, requestBody)
+        .getObjectsByLabelSelector(
+          entity.metadata.name,
+          labelSelector,
+          requestBody,
+        )
         .then(result => {
           setKubernetesObjects(result);
         })