diff --git a/Makefile b/Makefile
index 51eeb311..435aad14 100644
--- a/Makefile
+++ b/Makefile
@@ -1,5 +1,5 @@
 REGISTRY?=gcr.io/k8s-staging-prometheus-adapter
-IMAGE?=prometheus-adapter
+IMAGE=prometheus-adapter
 ARCH?=$(shell go env GOARCH)
 ALL_ARCH=amd64 arm arm64 ppc64le s390x