diff --git a/.github/actions/release-alpha/action.yml b/.github/actions/release-alpha/action.yml
new file mode 100644
index 0000000000..d97c6789c8
--- /dev/null
+++ b/.github/actions/release-alpha/action.yml
@@ -0,0 +1,25 @@
+name: Release alpha version
+description: Runs npm script to release alpha version and pushes tags to github
+inputs:
+  npm-token:
+    description: Token to push code with
+    required: true
+runs:
+  using: "composite"
+  steps:
+    - name: Configure git user
+      run: |
+        git config --local user.email "x@empathy.co"
+        git config --local user.name "empathy/x"
+      shell: bash
+    - name: Create .npmrc file with authorization token
+      run: echo //registry.npmjs.org/:_authToken=${NPM_TOKEN} > .npmrc
+      shell: bash
+      env:
+        NPM_TOKEN: ${{ inputs.npm-token }}
+    - name: Publish release
+      run: npm run release:alpha
+      shell: bash
+    - name: Push changes to GitHub
+      run: git push --follow-tags
+      shell: bash
diff --git a/.github/workflows/build.yml b/.github/workflows/build.yml
index dde288ffa9..554c0b2aaf 100644
--- a/.github/workflows/build.yml
+++ b/.github/workflows/build.yml
@@ -1,4 +1,4 @@
-name: Check branch is releasable
+name: Check branch is releasable and release alpha on main branch update
 on: [push, pull_request]
 jobs:
   build:
@@ -6,9 +6,18 @@ jobs:
     container: cypress/browsers:node14.17.0-chrome91-ff89
     steps:
       - uses: actions/checkout@v2
+        with:
+          fetch-depth: 0
+          token: ${{ secrets.SUPPORT_TOKEN }}
       - name: Install lerna and all packages
         run: npm ci
       - name: Run linter in all packages
         run: npm run lint
       - name: Run tests in all packages
         run: npm run test
+      - name: Release alpha on non-release pushes to main branch
+        if: ${{ github.ref_name == 'main' && github.actor != 'support-empathy' && !startsWith(github.event.head_commit.message, 'chore(release):') }}
+        uses: ./.github/actions/release-alpha
+        with:
+          npm-token: ${{ secrets.NPM_TOKEN }}
+
diff --git a/.github/workflows/release-alpha.yml b/.github/workflows/release-alpha.yml
index c90193e588..5e4671d5fb 100644
--- a/.github/workflows/release-alpha.yml
+++ b/.github/workflows/release-alpha.yml
@@ -1,4 +1,4 @@
-name: Release alpha version
+name: Release alpha version on demand
 on: [workflow_dispatch]
 jobs:
   release-alpha:
@@ -15,15 +15,7 @@ jobs:
         run: npm run lint
       - name: Run tests in all packages
         run: npm run test
-      - name: Configure git user
-        run: |
-          git config --local user.email "x@empathy.co"
-          git config --local user.name "empathy/x"
-      - name: Create .npmrc file with authorization token
-        run: echo //registry.npmjs.org/:_authToken=${NPM_TOKEN} > .npmrc
-        env:
-          NPM_TOKEN: ${{ secrets.NPM_TOKEN }}
-      - name: Publish release
-        run: npm run release:alpha
-      - name: Push changes to GitHub
-        run: git push --follow-tags
+      - name: Call release alpha action
+        uses: ./.github/actions/release-alpha
+        with:
+          npm-token: ${{ secrets.NPM_TOKEN }}
diff --git a/lerna.json b/lerna.json
index 1b974fac80..f88ae91473 100644
--- a/lerna.json
+++ b/lerna.json
@@ -23,6 +23,9 @@
   "command": {
     "bootstrap": {
       "npmClientArgs": ["--legacy-peer-deps"]
+    },
+    "version": {
+      "message": "chore(release): publish"
     }
   }
 }
diff --git a/packages/x-components/package.json b/packages/x-components/package.json
index cafa3186c5..8f24c25cdb 100644
--- a/packages/x-components/package.json
+++ b/packages/x-components/package.json
@@ -55,9 +55,7 @@
     "test:e2e:ci": "vue-cli-service test:e2e --headless --browser chrome",
     "test": "npm run test:unit && npm run test:e2e:ci",
     "cypress:open": "cypress open",
-    "cypress:open:component": "cypress open-ct",
-    "release": "standard-version --no-verify",
-    "release:alpha": "standard-version --no-verify --prerelease alpha"
+    "cypress:open:component": "cypress open-ct"
   },
   "dependencies": {
     "@empathyco/x-adapter": "^7.0.0-alpha.9",