diff --git a/.backportrc.json b/.backportrc.json
index 24e08d4768d9a..f89e758afe8a6 100644
--- a/.backportrc.json
+++ b/.backportrc.json
@@ -1,7 +1,7 @@
 {
   "upstream": "elastic/kibana",
   "targetBranchChoices": [
-    { "name": "master", "checked": true },
+    { "name": "main", "checked": true },
     "8.0",
     "7.16",
     "7.15",
@@ -33,7 +33,7 @@
   ],
   "targetPRLabels": ["backport"],
   "branchLabelMapping": {
-    "^v8.1.0$": "master",
+    "^v8.1.0$": "main",
     "^v(\\d+).(\\d+).\\d+$": "$1.$2"
   },
   "autoMerge": true,
diff --git a/.ci/packer_cache.sh b/.ci/packer_cache.sh
index 723008d8618d7..fc5a52f1ac991 100755
--- a/.ci/packer_cache.sh
+++ b/.ci/packer_cache.sh
@@ -7,5 +7,5 @@ if [[ "$(which docker)" != "" && "$(command uname -m)" != "aarch64" ]]; then
   docker pull "maven:3.6.3-openjdk-8-slim"
 fi
 
-./.ci/packer_cache_for_branch.sh master
+./.ci/packer_cache_for_branch.sh main
 ./.ci/packer_cache_for_branch.sh 7.16
diff --git a/.ci/packer_cache_for_branch.sh b/.ci/packer_cache_for_branch.sh
index ee220537de340..78548f4667a9f 100755
--- a/.ci/packer_cache_for_branch.sh
+++ b/.ci/packer_cache_for_branch.sh
@@ -7,7 +7,7 @@ checkoutDir="$(pwd)"
 
 function cleanup()
 {
-  if [[ "$branch" != "master" ]]; then
+  if [[ "$branch" != "main" ]]; then
     rm --preserve-root -rf "$checkoutDir"
   fi
 
@@ -16,7 +16,7 @@ function cleanup()
 
 trap 'cleanup' 0
 
-if [[ "$branch" != "master" ]]; then
+if [[ "$branch" != "main" ]]; then
   checkoutDir="/tmp/kibana-$branch"
   git clone https://github.com/elastic/kibana.git --branch "$branch" --depth 1 "$checkoutDir"
   cd "$checkoutDir"
diff --git a/.github/workflows/backport.yml b/.github/workflows/backport.yml
index e6fdda9f1cb23..bcb59caa40887 100644
--- a/.github/workflows/backport.yml
+++ b/.github/workflows/backport.yml
@@ -1,7 +1,7 @@
 on:
   pull_request_target:
     branches:
-      - master
+      - main
     types:
       - labeled
       - closed
diff --git a/.github/workflows/fix-version-gaps.yml b/.github/workflows/fix-version-gaps.yml
index ea832ff22a68a..6c1f140e6d72e 100644
--- a/.github/workflows/fix-version-gaps.yml
+++ b/.github/workflows/fix-version-gaps.yml
@@ -1,7 +1,7 @@
 on:
   pull_request:
     branches:
-      - master
+      - main
     types:
       - closed
 
diff --git a/package.json b/package.json
index 767972539ad54..148596555b9e3 100644
--- a/package.json
+++ b/package.json
@@ -12,7 +12,7 @@
   ],
   "private": true,
   "version": "8.1.0",
-  "branch": "master",
+  "branch": "main",
   "types": "./kibana.d.ts",
   "tsdocMetadata": "./build/tsdoc-metadata.json",
   "build": {
diff --git a/packages/kbn-test/src/failed_tests_reporter/run_failed_tests_reporter_cli.ts b/packages/kbn-test/src/failed_tests_reporter/run_failed_tests_reporter_cli.ts
index 80fe8340e6a11..193bc668ce003 100644
--- a/packages/kbn-test/src/failed_tests_reporter/run_failed_tests_reporter_cli.ts
+++ b/packages/kbn-test/src/failed_tests_reporter/run_failed_tests_reporter_cli.ts
@@ -51,9 +51,9 @@ export function runFailedTestsReporterCli() {
           branch = jobNameSplit.length >= 3 ? jobNameSplit[2] : process.env.GIT_BRANCH || '';
           isPr = !!process.env.ghprbPullId;
 
-          const isMasterOrVersion = branch === 'master' || branch.match(/^\d+\.(x|\d+)$/);
-          if (!isMasterOrVersion || isPr) {
-            log.info('Failure issues only created on master/version branch jobs');
+          const isMainOrVersion = branch === 'main' || branch.match(/^\d+\.(x|\d+)$/);
+          if (!isMainOrVersion || isPr) {
+            log.info('Failure issues only created on main/version branch jobs');
             updateGithub = false;
           }
         }
diff --git a/renovate.json5 b/renovate.json5
index 69f642712ca6f..45574d10eb0d9 100644
--- a/renovate.json5
+++ b/renovate.json5
@@ -11,7 +11,7 @@
     'npm',
   ],
   baseBranches: [
-    'master',
+    'main',
     '7.16',
     '7.15',
   ],
diff --git a/x-pack/plugins/fleet/server/services/epm/registry/index.ts b/x-pack/plugins/fleet/server/services/epm/registry/index.ts
index aa2c3f1d4da3c..79c94158f461a 100644
--- a/x-pack/plugins/fleet/server/services/epm/registry/index.ts
+++ b/x-pack/plugins/fleet/server/services/epm/registry/index.ts
@@ -143,8 +143,8 @@ function setKibanaVersion(url: URL) {
   const kibanaVersion = appContextService.getKibanaVersion().split('-')[0]; // may be x.y.z-SNAPSHOT
   const kibanaBranch = appContextService.getKibanaBranch();
 
-  // on master, request all packages regardless of version
-  if (kibanaVersion && kibanaBranch !== 'master') {
+  // on main, request all packages regardless of version
+  if (kibanaVersion && kibanaBranch !== 'main') {
     url.searchParams.set('kibana.version', kibanaVersion);
   }
 }
diff --git a/x-pack/plugins/fleet/server/services/epm/registry/registry_url.ts b/x-pack/plugins/fleet/server/services/epm/registry/registry_url.ts
index dfca8511fd84c..bcaf5ac1f0634 100644
--- a/x-pack/plugins/fleet/server/services/epm/registry/registry_url.ts
+++ b/x-pack/plugins/fleet/server/services/epm/registry/registry_url.ts
@@ -21,7 +21,7 @@ const SNAPSHOT_REGISTRY_URL_CDN = 'https://epr-snapshot.elastic.co';
 
 const getDefaultRegistryUrl = (): string => {
   const branch = appContextService.getKibanaBranch();
-  if (branch === 'master') {
+  if (branch === 'main') {
     return SNAPSHOT_REGISTRY_URL_CDN;
   } else if (appContextService.getKibanaVersion().includes('-SNAPSHOT')) {
     return STAGING_REGISTRY_URL_CDN;