diff --git a/.ado/publish.yml b/.ado/publish.yml
index b6698aefbce..fdbb4661527 100644
--- a/.ado/publish.yml
+++ b/.ado/publish.yml
@@ -63,6 +63,6 @@ jobs:
           command: custom
           workingDir: vnext
           verbose: false
-          customCommand: 'publish --access public --tag vnext'
+          customCommand: publish --access public --tag $(npmTag)
           customEndpoint: 'React-Native-Windows NPM'
           publishEndpoint: 'React-Native-Windows NPM'
diff --git a/.ado/updateVersion.js b/.ado/updateVersion.js
index 41fc5c710c7..a533b487ff2 100644
--- a/.ado/updateVersion.js
+++ b/.ado/updateVersion.js
@@ -20,6 +20,9 @@ function exec(command) {
 
 function updateVersion() {
   const publishBranchName = process.env.BUILD_SOURCEBRANCH.match(/refs\/heads\/(.*)/)[1];
+
+  // Set env variable to allow npm publish task to publish to correct tag
+  console.log(`##vso[task.setvariable variable=npmTag]${publishBranchName === 'master' ? 'vnext' : publishBranchName}`);
   console.log(`Target branch to publish to: ${publishBranchName}`);
 
   const tempPublishBranch = `publish-temp-${Date.now()}`;