diff --git a/Dockerfile.bundle b/Dockerfile.bundle
new file mode 100644
index 0000000000000..30fbb1adc42b9
--- /dev/null
+++ b/Dockerfile.bundle
@@ -0,0 +1,13 @@
+FROM scratch
+
+# Core bundle labels.
+LABEL operators.operatorframework.io.bundle.mediatype.v1=registry+v1
+LABEL operators.operatorframework.io.bundle.manifests.v1=manifests/
+LABEL operators.operatorframework.io.bundle.metadata.v1=metadata/
+LABEL operators.operatorframework.io.bundle.package.v1=rook-ceph-operator
+LABEL operators.operatorframework.io.bundle.channels.v1=alpha
+LABEL operators.operatorframework.io.bundle.channel.default.v1=alpha
+
+# Copy files to locations specified by labels.
+COPY build/csv/ceph /manifests/
+COPY build/bundle/annotations.yaml /metadata/
diff --git a/Makefile b/Makefile
index 140093b5ffd4c..c4acf2290cbfb 100644
--- a/Makefile
+++ b/Makefile
@@ -189,6 +189,10 @@ csv: export NO_OB_OBC_VOL_GEN=true
 csv: csv-clean crds ## Generate a CSV file for OLM.
 	$(MAKE) -C images/ceph csv
 
+bundle:
+	@echo generate rook bundle
+	@build/bundle/gen-bundle.sh
+
 csv-clean: ## Remove existing OLM files.
 	@$(MAKE) -C images/ceph csv-clean
 
diff --git a/build/bundle/annotations.yaml b/build/bundle/annotations.yaml
new file mode 100644
index 0000000000000..1d626e5c76acc
--- /dev/null
+++ b/build/bundle/annotations.yaml
@@ -0,0 +1,6 @@
+annotations:
+  operators.operatorframework.io.bundle.mediatype.v1: registry+v1
+  operators.operatorframework.io.bundle.manifests.v1: manifests/
+  operators.operatorframework.io.bundle.metadata.v1: metadata/
+  operators.operatorframework.io.bundle.package.v1: rook-ceph-operator
+  operators.operatorframework.io.bundle.channels.v1: alpha
diff --git a/build/bundle/gen-bundle.sh b/build/bundle/gen-bundle.sh
new file mode 100755
index 0000000000000..3fdaa4c7ab06b
--- /dev/null
+++ b/build/bundle/gen-bundle.sh
@@ -0,0 +1,21 @@
+#!/usr/bin/env bash
+set -e
+
+source "build/common.sh"
+
+# Use the available container management tool
+if [ -z "$DOCKERCMD" ]; then
+    DOCKERCMD=$(command -v docker || echo "")
+fi
+if [ -z "$DOCKERCMD" ]; then
+    DOCKERCMD=$(command -v podman || echo "")
+fi
+
+if [ -z "$DOCKERCMD" ]; then
+    echo -e '\033[1;31m' "podman or docker not found on system" '\033[0m'
+    exit 1
+fi
+
+${DOCKERCMD} build --platform="${GOOS}"/"${GOARCH}" --no-cache -t "$BUNDLE_IMAGE" -f Dockerfile.bundle .
+echo
+echo "Run '${DOCKERCMD} push ${BUNDLE_IMAGE}' to push operator bundle to image registry."
diff --git a/build/common.sh b/build/common.sh
index 719c2de969f85..57c7285bd5eb1 100644
--- a/build/common.sh
+++ b/build/common.sh
@@ -24,6 +24,15 @@ scriptdir="$( cd "$( dirname "${BASH_SOURCE[0]}" )" && pwd )"
 export OUTPUT_DIR=${BUILD_ROOT}/_output
 export WORK_DIR=${BUILD_ROOT}/.work
 export CACHE_DIR=${BUILD_ROOT}/.cache
+export GOOS
+GOOS=$(go env GOOS)
+export GOARCH
+GOARCH=$(go env GOARCH)
+DEFAULT_CSV_VERSION="4.15.0"
+CSV_VERSION="${CSV_VERSION:-${DEFAULT_CSV_VERSION}}"
+export ROOK_IMAGE="docker.io/rook/ceph:v1.13.0.399.g9c0d795e2"
+DEFAULT_BUNDLE_IMAGE=rook/rook-ceph-operator-bundle:"${VERSION}"
+BUNDLE_IMAGE="${BUNDLE_IMAGE:-${DEFAULT_BUNDLE_IMAGE}}"
 
 function ver() {
     local full_ver maj min bug build
diff --git a/build/csv/csv-gen.sh b/build/csv/csv-gen.sh
index cab017e01dc4b..3589c9ca38310 100755
--- a/build/csv/csv-gen.sh
+++ b/build/csv/csv-gen.sh
@@ -1,6 +1,8 @@
 #!/usr/bin/env bash
 set -e
 
+source "../../build/common.sh"
+
 #############
 # VARIABLES #
 #############
@@ -13,7 +15,7 @@ YQ_CMD_DELETE=("$yq" delete -i)
 YQ_CMD_MERGE_OVERWRITE=("$yq" merge --inplace --overwrite --prettyPrint)
 YQ_CMD_MERGE=("$yq" merge --arrays=append --inplace)
 YQ_CMD_WRITE=("$yq" write --inplace -P)
-CSV_FILE_NAME="../../build/csv/ceph/$PLATFORM/manifests/rook-ceph.clusterserviceversion.yaml"
+CSV_FILE_NAME="../../build/csv/ceph/$PLATFORM/manifests/rook-ceph-operator.clusterserviceversion.yaml"
 CEPH_EXTERNAL_SCRIPT_FILE="../../deploy/examples/create-external-cluster-resources.py"
 ASSEMBLE_FILE_COMMON="../../deploy/olm/assemble/metadata-common.yaml"
 ASSEMBLE_FILE_OCP="../../deploy/olm/assemble/metadata-ocp.yaml"
@@ -23,7 +25,7 @@ ASSEMBLE_FILE_OCP="../../deploy/olm/assemble/metadata-ocp.yaml"
 #############
 
 function generate_csv() {
-    kubectl kustomize ../../deploy/examples/ | "$operator_sdk" generate bundle --package="rook-ceph" --output-dir="../../build/csv/ceph/$PLATFORM" --extra-service-accounts=rook-ceph-default,rook-csi-rbd-provisioner-sa,rook-csi-rbd-plugin-sa,rook-csi-cephfs-provisioner-sa,rook-csi-nfs-provisioner-sa,rook-csi-nfs-plugin-sa,rook-csi-cephfs-plugin-sa,rook-ceph-system,rook-ceph-rgw,rook-ceph-purge-osd,rook-ceph-osd,rook-ceph-mgr,rook-ceph-cmd-reporter
+    kubectl kustomize ../../deploy/examples/ | "$operator_sdk" generate bundle --package="rook-ceph-operator" --output-dir="../../build/csv/ceph/$PLATFORM" --extra-service-accounts=rook-ceph-default,rook-csi-rbd-provisioner-sa,rook-csi-rbd-plugin-sa,rook-csi-cephfs-provisioner-sa,rook-csi-nfs-provisioner-sa,rook-csi-nfs-plugin-sa,rook-csi-cephfs-plugin-sa,rook-ceph-system,rook-ceph-rgw,rook-ceph-purge-osd,rook-ceph-osd,rook-ceph-mgr,rook-ceph-cmd-reporter
 
     # cleanup to get the expected state before merging the real data from assembles
     "${YQ_CMD_DELETE[@]}" "$CSV_FILE_NAME" 'spec.icon[*]'
@@ -33,7 +35,7 @@ function generate_csv() {
 
     "${YQ_CMD_MERGE_OVERWRITE[@]}" "$CSV_FILE_NAME" "$ASSEMBLE_FILE_COMMON"
     "${YQ_CMD_WRITE[@]}" "$CSV_FILE_NAME" metadata.annotations.externalClusterScript "$(base64 <$CEPH_EXTERNAL_SCRIPT_FILE)"
-    "${YQ_CMD_WRITE[@]}" "$CSV_FILE_NAME" metadata.name "rook-ceph.v${VERSION}"
+    "${YQ_CMD_WRITE[@]}" "$CSV_FILE_NAME" metadata.name "rook-ceph-operator.v${CSV_VERSION}"
 
     "${YQ_CMD_MERGE[@]}" "$CSV_FILE_NAME" "$ASSEMBLE_FILE_OCP"
 
@@ -47,11 +49,11 @@ function generate_csv() {
         return
     fi
 
-    sed -i 's/image: rook\/ceph:.*/image: {{.RookOperatorImage}}/g' "$CSV_FILE_NAME"
-    sed -i 's/name: rook-ceph.v.*/name: rook-ceph.v{{.RookOperatorCsvVersion}}/g' "$CSV_FILE_NAME"
-    sed -i 's/version: 0.0.0/version: {{.RookOperatorCsvVersion}}/g' "$CSV_FILE_NAME"
+    sed -i "s|containerImage: rook/ceph:.*|containerImage: $ROOK_IMAGE|" "$CSV_FILE_NAME"
+    sed -i "s|image: rook/ceph:.*|image: $ROOK_IMAGE|" "$CSV_FILE_NAME"
+    sed -i "s/name: rook-ceph.v.*/name: rook-ceph-operator.v$CSV_VERSION/g" "$CSV_FILE_NAME"
+    sed -i "s/version: 0.0.0/version: $CSV_VERSION/g" "$CSV_FILE_NAME"
 
-    mv "$CSV_FILE_NAME" "../../build/csv/"
     mv "../../build/csv/ceph/$PLATFORM/manifests/"* "../../build/csv/ceph/"
     rm -rf "../../build/csv/ceph/$PLATFORM"
 }
diff --git a/deploy/olm/assemble/metadata-common.yaml b/deploy/olm/assemble/metadata-common.yaml
index d590491a3d1dd..87219749f14c3 100644
--- a/deploy/olm/assemble/metadata-common.yaml
+++ b/deploy/olm/assemble/metadata-common.yaml
@@ -243,7 +243,7 @@ metadata:
   annotations:
     tectonic-visibility: ocs
     repository: https://github.com/rook/rook
-    containerImage: "{{.RookOperatorImage}}"
+    containerImage: rook/ceph:master
     alm-examples: |-
       [
         {