diff --git a/Makefile b/Makefile
index cfeb98edb..a5715a9ea 100644
--- a/Makefile
+++ b/Makefile
@@ -311,8 +311,14 @@ endif
 
 .PHONY: ci-images-build
 ci-images-build: IMAGE_ORG=$(FORCED_CI_ORG)
-ci-images-build: image-build ## Build OCI image with the manager.
-	$(OCI_BIN) build --build-arg BASE_IMAGE=$(IMAGE) -t $(IMAGE_SHA) -f ./shortlived.Dockerfile .
+ci-images-build: ## Build OCI image with the manager.
+	ifeq ($(VERSION), main)
+# Also tag "latest" only for branch "main"
+	$(OCI_BIN) build -t $(IMAGE) -t $(IMAGE_TAG_BASE):latest .
+else
+	$(OCI_BIN) build -t $(IMAGE) .
+endif
+	$(OCI_BIN) build --build-arg BASE_IMAGE=$(IMAGE) -t $(IMAGE_SHA) -f shortlived.Dockerfile .
 
 .PHONY: ci-images-push
 ci-images-push: IMAGE_ORG=$(FORCED_CI_ORG)