diff --git a/CHANGELOG.md b/CHANGELOG.md
index 67a20c15e4d..955e47dcd00 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -13,6 +13,7 @@ We use *breaking :warning:* to mark changes that are not backward compatible (re
 ### Added
 
 - [#6185](https://github.com/thanos-io/thanos/pull/6185) Tracing: tracing in OTLP support configuring service_name.
+- [#6192](https://github.com/thanos-io/thanos/pull/6192) Store: add flag `bucket-web-label` to select the label to use as timeline title in web UI
 
 ### Fixed
 
diff --git a/cmd/thanos/store.go b/cmd/thanos/store.go
index 81aadcd72da..af13485feec 100644
--- a/cmd/thanos/store.go
+++ b/cmd/thanos/store.go
@@ -79,6 +79,7 @@ type storeConfig struct {
 	ignoreDeletionMarksDelay    commonmodel.Duration
 	disableWeb                  bool
 	webConfig                   webConfig
+	label                       string
 	postingOffsetsInMemSampling int
 	cachingBucketConfig         extflag.PathOrContent
 	reqLogConfig                *extflag.PathOrContent
@@ -183,6 +184,8 @@ func (sc *storeConfig) registerFlag(cmd extkingpin.FlagClause) {
 	cmd.Flag("web.disable-cors", "Whether to disable CORS headers to be set by Thanos. By default Thanos sets CORS headers to be allowed by all.").
 		Default("false").BoolVar(&sc.webConfig.disableCORS)
 
+	cmd.Flag("bucket-web-label", "Prometheus label to use as timeline title in the bucket web UI").StringVar(&sc.label)
+
 	sc.reqLogConfig = extkingpin.RegisterRequestLoggingFlags(cmd)
 }
 
@@ -476,7 +479,7 @@ func runStore(
 
 			// Configure Request Logging for HTTP calls.
 			logMiddleware := logging.NewHTTPServerMiddleware(logger, httpLogOpts...)
-			api := blocksAPI.NewBlocksAPI(logger, conf.webConfig.disableCORS, "", flagsMap, bkt)
+			api := blocksAPI.NewBlocksAPI(logger, conf.webConfig.disableCORS, conf.label, flagsMap, bkt)
 			api.Register(r.WithPrefix("/api/v1"), tracer, logger, ins, logMiddleware)
 
 			metaFetcher.UpdateOnChange(func(blocks []metadata.Meta, err error) {
diff --git a/docs/components/store.md b/docs/components/store.md
index 015d66e8981..f9120b76ccb 100644
--- a/docs/components/store.md
+++ b/docs/components/store.md
@@ -36,6 +36,9 @@ Flags:
                                  Number of goroutines to use when constructing
                                  index-cache.json blocks from object storage.
                                  Must be equal or greater than 1.
+      --bucket-web-label=BUCKET-WEB-LABEL
+                                 Prometheus label to use as timeline title in the
+                                 bucket web UI
       --cache-index-header       Cache TSDB index-headers on disk to reduce
                                  startup time. When set to true, Thanos Store
                                  will download index headers from remote object