diff --git a/packages/cli/src/commands/index.ts b/packages/cli/src/commands/index.ts
index d3ca004a12..8fd9a336b8 100644
--- a/packages/cli/src/commands/index.ts
+++ b/packages/cli/src/commands/index.ts
@@ -190,6 +190,11 @@ export function registerScriptCommand(program: Command) {
       '-m, --marketplace-file <file>',
       'Marketplace yaml file. This is a Plugin entity definition for Marketplace.',
     )
+    .option(
+      '--platform <platform>',
+      'Platform to use when building the container image. Default is "linux/amd64". Can be set to "" to not set --platfrom flag in builder command.',
+      'linux/amd64',
+    )
     .action(
       lazy(() => import('./package-dynamic-plugins').then(m => m.command)),
     );
diff --git a/packages/cli/src/commands/package-dynamic-plugins/command.ts b/packages/cli/src/commands/package-dynamic-plugins/command.ts
index d2942bfd3a..d760a6a67f 100644
--- a/packages/cli/src/commands/package-dynamic-plugins/command.ts
+++ b/packages/cli/src/commands/package-dynamic-plugins/command.ts
@@ -20,6 +20,7 @@ export async function command(opts: OptionValues): Promise<void> {
     tag,
     useDocker,
     marketplaceFile,
+    platform,
   } = opts;
   if (!exportTo && !tag) {
     Task.error(
@@ -236,6 +237,9 @@ export async function command(opts: OptionValues): Promise<void> {
           `--annotation io.backstage.marketplace/${pluginName}='${base64pluginInfo}'`,
         );
       }
+      if (platform) {
+        flags.push(`--platform ${platform}`);
+      }
       // run the command to generate the image
       Task.log(`Creating image using ${containerTool}`);
       await Task.forCommand(