diff --git a/images/echo/Makefile b/images/echo/Makefile
index 23be85f98..9f5ad0310 100644
--- a/images/echo/Makefile
+++ b/images/echo/Makefile
@@ -1,4 +1,4 @@
-# Copyright 2020 The Kubernetes Authors.
+# Copyright 2020 The Kubernetes Authors. All rights reserved.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -12,18 +12,47 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-# Docker image for e2e testing.
+# set default shell
+SHELL=/bin/bash -o pipefail -o errexit
 
-# Use the 0.0 tag for testing, it shouldn't clobber any release builds
-TAG ?= 0.0
+DIR:=$(strip $(shell dirname $(realpath $(lastword $(MAKEFILE_LIST)))))
+INIT_BUILDX=$(DIR)/../../hack/init-buildx.sh
 
-REGISTRY ?= ingress-controller
+TAG ?=v$(shell date +%m%d%Y)-$(shell git rev-parse --short HEAD)
+REGISTRY ?= local
 
-IMAGE = $(REGISTRY)/echo
+IMAGE = $(REGISTRY)/e2e-test-echo
 
-image:
-	docker build \
+# required to enable buildx
+export DOCKER_CLI_EXPERIMENTAL=enabled
+
+# build with buildx
+PLATFORMS?=linux/amd64
+OUTPUT=
+PROGRESS=plain
+
+build: ensure-buildx
+	docker buildx build \
+		--platform=${PLATFORMS} $(OUTPUT) \
+		--progress=$(PROGRESS) \
+		--pull \
+		--build-arg BASE_IMAGE=gcr.io/k8s-staging-ingress-nginx/nginx@sha256:35da1d3e00f5e763e59cb59159bf88ba0f0b6e8835885ac9d8b63029a478dba7 \
+		--build-arg LUAROCKS_VERSION=3.3.1 \
+		--build-arg LUAROCKS_SHA=837481e408f7c06b59befe7ec194537c657687d624894bca7f79034302141a34 \
 		-t $(IMAGE):$(TAG) rootfs
 
-clean:
-	docker rmi -f $(IMAGE):$(TAG) || true
+# push the cross built image
+push: OUTPUT=--push
+push: build
+
+# enable buildx
+ensure-buildx:
+# this is required for cloudbuild
+ifeq ("$(wildcard $(INIT_BUILDX))","")
+	@curl -sSL https://raw.githubusercontent.com/kubernetes/ingress-nginx/master/hack/init-buildx.sh | bash
+else
+	@exec $(INIT_BUILDX)
+endif
+	@echo "done"
+
+.PHONY: build push ensure-buildx
diff --git a/images/echo/cloudbuild.yaml b/images/echo/cloudbuild.yaml
new file mode 100644
index 000000000..2a8f7da65
--- /dev/null
+++ b/images/echo/cloudbuild.yaml
@@ -0,0 +1,22 @@
+timeout: 600s
+options:
+  substitution_option: ALLOW_LOOSE
+steps:
+  - name: gcr.io/k8s-testimages/gcb-docker-gcloud:v20200619-68869a4
+    entrypoint: bash
+    env:
+      - DOCKER_CLI_EXPERIMENTAL=enabled
+      - TAG=$_GIT_TAG
+      - BASE_REF=$_PULL_BASE_REF
+      - REGISTRY=gcr.io/k8s-staging-ingress-nginx
+      # default cloudbuild has HOME=/builder/home and docker buildx is in /root/.docker/cli-plugins/docker-buildx
+      # set the home to /root explicitly to if using docker buildx
+      - HOME=/root
+    args:
+    - -c
+    - |
+      gcloud auth configure-docker \
+      && make push
+substitutions:
+  _GIT_TAG: "12345"
+  _PULL_BASE_REF: "master"
diff --git a/images/echo/rootfs/Dockerfile b/images/echo/rootfs/Dockerfile
index 392da697c..4c9b6ab55 100644
--- a/images/echo/rootfs/Dockerfile
+++ b/images/echo/rootfs/Dockerfile
@@ -1,13 +1,19 @@
-FROM quay.io/kubernetes-ingress-controller/nginx:e3c49c52f4b74fe47ad65d6f3266a02e8b6b622f
+ARG BASE_IMAGE
+
+FROM ${BASE_IMAGE}
 
 RUN apk add -U perl curl make unzip
 
-RUN wget -O /tmp/luarocks.tgz https://github.com/luarocks/luarocks/archive/v3.3.1.tar.gz \
+ARG LUAROCKS_VERSION
+ARG LUAROCKS_SHA
+
+RUN wget -O /tmp/luarocks.tgz \
+  https://github.com/luarocks/luarocks/archive/v${LUAROCKS_VERSION}.tar.gz \
+  && echo "${LUAROCKS_SHA} */tmp/luarocks.tgz" | sha256sum -c - \
   && tar -C /tmp -xzf /tmp/luarocks.tgz \
   && cd /tmp/luarocks* \
   && ./configure \
-  && make install \
-  && rm -rf /tmp/*
+  && make install
 
 RUN luarocks install lua-resty-template