diff --git a/oem/ami/build_ebs_on_ec2.sh b/oem/ami/build_ebs_on_ec2.sh
index e8af97b577..d86e459e5c 100755
--- a/oem/ami/build_ebs_on_ec2.sh
+++ b/oem/ami/build_ebs_on_ec2.sh
@@ -25,14 +25,18 @@ AKI["sa-east-1"]=aki-c88f51d5
 
 readonly COREOS_EPOCH=1372636800
 VERSION="master"
+BOARD="amd64-generic"
+GROUP=""
 IMAGE="coreos_production_ami_image.bin.bz2"
-URL_FMT="http://storage.core-os.net/coreos/amd64-generic/%s/$IMAGE"
+URL_FMT="http://storage.core-os.net/coreos/%s/%s/$IMAGE"
 IMG_URL=""
 IMG_PATH=""
 
 USAGE="Usage: $0 [-V 1.2.3] [-p path/image.bz2 | -u http://foo/image.bz2]
 Options:
     -V VERSION  Set the version of this AMI, default is 'master'
+    -b BOARD    Set to the board name, amd64-usr or amd64-generic
+    -g GROUP    Set the update group, default is based on BOARD
     -p PATH     Path to compressed disk image, overrides -u
     -u URL      URL to compressed disk image, derived from -V if unset.
     -K KEY      Path to Amazon API private key.
@@ -43,10 +47,12 @@ Options:
 This script must be run from an ec2 host with the ec2 tools installed.
 "
 
-while getopts "V:p:u:K:C:hv" OPTION
+while getopts "V:b:g:p:u:K:C:hv" OPTION
 do
     case $OPTION in
         V) VERSION="$OPTARG";;
+        b) BOARD="$OPTARG";;
+        g) GROUP="$OPTARG";;
         p) IMG_PATH="$OPTARG";;
         u) IMG_URL="$OPTARG";;
         K) export EC2_PRIVATE_KEY="$OPTARG";;
@@ -71,7 +77,7 @@ if [[ -n "$IMG_PATH" ]]; then
     IMG_URL=$(basename "$IMG_PATH")
 else
     if [[ -z "$IMG_URL" ]]; then
-        IMG_URL=$(printf "$URL_FMT" "$VERSION")
+        IMG_URL=$(printf "$URL_FMT" "$BOARD" "$VERSION")
     fi
     if ! curl --fail -s --head "$IMG_URL" >/dev/null; then
         echo "$0: Image URL unavailable: $IMG_URL" >&2
@@ -82,9 +88,19 @@ fi
 if [[ "$VERSION" == "master" ]]; then
     # Come up with something more descriptive and timestamped
     TODAYS_VERSION=$(( (`date +%s` - ${COREOS_EPOCH}) / 86400 ))
-    VERSION="master-${TODAYS_VERSION}-$(date +%H-%M)"
+    VERSION="${TODAYS_VERSION}-$(date +%H-%M)"
+    GROUP="master"
 fi
 
+if [[ -z "$GROUP" ]]; then
+    if [[ "$BOARD" == "amd64-generic" ]]; then
+        GROUP="dev-channel"
+    elif [[ "$BOARD" == "amd64-usr" ]]; then
+        GROUP="alpha"
+    else
+        GROUP="$BOARD"
+    fi
+fi
 
 # Size of AMI file system
 # TODO: Perhaps define size and arch in a metadata file image_to_vm creates?
@@ -93,8 +109,8 @@ arch=x86_64
 arch2=amd64
 ephemeraldev=/dev/sdb
 # The name has a limited set of allowed characterrs
-name=$(sed -e "s%[^A-Za-z0-9()\\./_-]%_%g" <<< "CoreOS-$VERSION")
-description="CoreOS $VERSION"
+name=$(sed -e "s%[^A-Za-z0-9()\\./_-]%_%g" <<< "CoreOS-$GROUP-$VERSION")
+description="CoreOS $GROUP $VERSION"
 
 zoneurl=http://instance-data/latest/meta-data/placement/availability-zone
 zone=$(curl --fail -s $zoneurl)
@@ -179,7 +195,7 @@ ec2-delete-volume "$volumeid"
 cat <<EOF
 AMI: $amiid $region $arch2
 
-CoreOS $VERSION
+$description
 architecture: $arch ($arch2)
 region:       $region ($zone)
 aki id:       $akiid
diff --git a/oem/ami/copy_ami.sh b/oem/ami/copy_ami.sh
index 8114e91670..698fba7ab1 100755
--- a/oem/ami/copy_ami.sh
+++ b/oem/ami/copy_ami.sh
@@ -26,6 +26,8 @@ AKI["sa-east-1"]=aki-c88f51d5
 USAGE="Usage: $0 -a ami-id
     -a ami-id   ID of the AMI to be coppied.
     -V VERSION  Find AMI by CoreOS version.
+    -b BOARD    Set to the board name, amd64-usr or amd64-generic
+    -g GROUP    Set the update group, default is based on BOARD
     -K KEY      Path to Amazon API private key.
     -C CERT     Path to Amazon API key certificate.
     -h          this ;-)
@@ -36,12 +38,16 @@ This script must be run from an ec2 host with the ec2 tools installed.
 
 AMI=
 VER=
+BOARD="amd64-generic"
+GROUP=""
 
-while getopts "a:V:K:C:hv" OPTION
+while getopts "a:V:b:g:K:C:hv" OPTION
 do
     case $OPTION in
         a) AMI="$OPTARG";;
         V) VER="$OPTARG";;
+        b) BOARD="$OPTARG";;
+        g) GROUP="$OPTARG";;
         K) export EC2_PRIVATE_KEY="$OPTARG";;
         C) export EC2_CERT="$OPTARG";;
         h) echo "$USAGE"; exit;;
@@ -60,11 +66,21 @@ if [[ -z "$VER" ]]; then
     exit 1
 fi
 
+if [[ -z "$GROUP" ]]; then
+    if [[ "$BOARD" == "amd64-generic" ]]; then
+        GROUP="dev-channel"
+    elif [[ "$BOARD" == "amd64-usr" ]]; then
+        GROUP="alpha"
+    else
+        GROUP="$BOARD"
+    fi
+fi
+
 if [[ -z "$AMI" ]]; then
-    AMI=$(ec2-describe-images -F name="CoreOS-$VER" | grep -m1 ^IMAGE \
+    AMI=$(ec2-describe-images -F name="CoreOS-$GROUP-$VER" | grep -m1 ^IMAGE \
         | cut -f2) || true # Don't die silently, error messages are good
     if [[ -z "$AMI" ]]; then
-        echo "$0: Cannot find an AMI for CoreOS $VER" >&2
+        echo "$0: Cannot find an AMI for CoreOS $GROUP $VER" >&2
         exit 1
     fi
 else
@@ -76,8 +92,8 @@ else
 fi
 
 # The name has a limited set of allowed characterrs
-name=$(sed -e "s%[^A-Za-z0-9()\\./_-]%_%g" <<< "CoreOS-$VER")
-description="CoreOS $VER"
+name=$(sed -e "s%[^A-Za-z0-9()\\./_-]%_%g" <<< "CoreOS-$GROUP-$VER")
+description="CoreOS $GROUP $VER"
 
 zoneurl=http://instance-data/latest/meta-data/placement/availability-zone
 zone=$(curl --fail -s $zoneurl)
diff --git a/oem/ami/run.sh b/oem/ami/run.sh
index 761758b60a..24c153c8cd 100755
--- a/oem/ami/run.sh
+++ b/oem/ami/run.sh
@@ -1,15 +1,17 @@
 #!/bin/bash
 
-VER="$1"
+BOARD="$1"
+VER="$2"
 DIR=/home/ubuntu/official
 
-if [ -z "$VER" ]; then
-  echo "Usage: $0 1.2.3" >&2
+if [ -z "$BOARD" -o -z "$VER" ]; then
+  echo "Usage: $0 amd64-usr 1.2.3" >&2
   exit 1
 fi
 
 set -e
-sudo $DIR/build_ebs_on_ec2.sh -V $VER -K $DIR/aws-pk.pem -C $DIR/aws-cert.pem
-$DIR/test_ami.sh -v -V $VER -K $DIR/aws-pk.pem -C $DIR/aws-cert.pem
-$DIR/copy_ami.sh -V $VER -K $DIR/aws-pk.pem -C $DIR/aws-cert.pem
-$DIR/upload_ami_txt.sh -V $VER -K $DIR/aws-pk.pem -C $DIR/aws-cert.pem
+args=( -b $BOARD -V $VER -K $DIR/aws-pk.pem -C $DIR/aws-cert.pem )
+sudo $DIR/build_ebs_on_ec2.sh "${args[@]}"
+$DIR/test_ami.sh -v "${args[@]}"
+$DIR/copy_ami.sh "${args[@]}"
+$DIR/upload_ami_txt.sh "${args[@]}"
diff --git a/oem/ami/test_ami.sh b/oem/ami/test_ami.sh
index de2c8005ce..db80a3abe1 100755
--- a/oem/ami/test_ami.sh
+++ b/oem/ami/test_ami.sh
@@ -14,6 +14,8 @@ set -e -o pipefail
 USAGE="Usage: $0 -a ami-id
     -a ami-id   ID of the AMI to be tests
     -V VERSION  Find AMI by CoreOS version.
+    -b BOARD    Set to the board name, amd64-usr or amd64-generic
+    -g GROUP    Set the update group, default is based on BOARD
     -K KEY      Path to Amazon API private key.
     -C CERT     Path to Amazon API key certificate.
     -h          this ;-)
@@ -25,12 +27,16 @@ This script must be run from an ec2 host with the ec2 tools installed.
 
 AMI=
 VER=
+BOARD="amd64-generic"
+GROUP=""
 
-while getopts "a:V:K:C:hv" OPTION
+while getopts "a:V:b:g:K:C:hv" OPTION
 do
     case $OPTION in
         a) AMI="$OPTARG";;
         V) VER="$OPTARG";;
+        b) BOARD="$OPTARG";;
+        g) GROUP="$OPTARG";;
         K) export EC2_PRIVATE_KEY="$OPTARG";;
         C) export EC2_CERT="$OPTARG";;
         h) echo "$USAGE"; exit;;
@@ -44,11 +50,21 @@ if [[ $(id -u) -eq 0 ]]; then
     exit 1
 fi
 
+if [[ -z "$GROUP" ]]; then
+    if [[ "$BOARD" == "amd64-generic" ]]; then
+        GROUP="dev-channel"
+    elif [[ "$BOARD" == "amd64-usr" ]]; then
+        GROUP="alpha"
+    else
+        GROUP="$BOARD"
+    fi
+fi
+
 if [[ -z "$AMI" && -n "$VER" ]]; then
-    AMI=$(ec2-describe-images -F name="CoreOS-$VER" | grep -m1 ^IMAGE \
+    AMI=$(ec2-describe-images -F name="CoreOS-$GROUP-$VER" | grep -m1 ^IMAGE \
         | cut -f2) || true # Don't die silently, error messages are good
     if [[ -z "$AMI" ]]; then
-        echo "$0: Cannot find an AMI for CoreOS $VER" >&2
+        echo "$0: Cannot find an AMI for CoreOS $GROUP $VER" >&2
         exit 1
     fi
 elif [[ -n "$AMI" ]]; then
@@ -82,10 +98,23 @@ zone=$(curl --fail -s $zoneurl)
 region=$(echo $zone | sed 's/.$//')
 
 token=$(uuidgen)
+if [[ "$BOARD" == "amd64-generic" ]]; then
+    userdata="$token"
+else
+    discovery=$(curl --fail -s https://discovery.etcd.io/new)
+    userdata="#cloud-config
+
+coreos:
+    etcd:
+        discovery: $discovery
+        addr: \$private_ipv4:4001
+        peer-addr: \$private_ipv4:7001
+"
+fi
 
 echo -n "Booting instances... "
 instances=$(ec2-run-instances \
-    --user-data "$token" \
+    --user-data "$userdata" \
     --instance-type "t1.micro" \
     --instance-count 3 \
     --group "$sg_name" \
@@ -140,6 +169,7 @@ ec2-terminate-instances $instances > /dev/null
 while ! $ec2_cmd | grep INSTANCE | grep -q terminated
   do sleep 10; done
 
+sleep 10
 ec2-delete-group $sg_name > /dev/null
 ec2-delete-keypair $key_name > /dev/null
 rm $key_file
diff --git a/oem/ami/upload_ami_txt.sh b/oem/ami/upload_ami_txt.sh
index 0ad1f15030..0d5b2d55f9 100755
--- a/oem/ami/upload_ami_txt.sh
+++ b/oem/ami/upload_ami_txt.sh
@@ -18,6 +18,8 @@ AKI["sa-east-1"]=aki-c88f51d5
 
 USAGE="Usage: $0 -V 100.0.0
     -V VERSION  Find AMI by CoreOS version. (required)
+    -b BOARD    Set to the board name, amd64-usr or amd64-generic
+    -g GROUP    Set the update group, default is based on BOARD
     -K KEY      Path to Amazon API private key.
     -C CERT     Path to Amazon API key certificate.
     -h          this ;-)
@@ -27,14 +29,18 @@ This script must be run from an ec2 host with the ec2 tools installed.
 "
 
 IMAGE="coreos_production_ami"
-URL_FMT="gs://storage.core-os.net/coreos/amd64-generic/%s/${IMAGE}_%s.txt"
+URL_FMT="gs://storage.core-os.net/coreos/%s/%s/${IMAGE}_%s.txt"
 AMI=
 VER=
+BOARD="amd64-generic"
+GROUP=""
 
-while getopts "a:V:K:C:hv" OPTION
+while getopts "V:b:g:K:C:hv" OPTION
 do
     case $OPTION in
         V) VER="$OPTARG";;
+        b) BOARD="$OPTARG";;
+        g) GROUP="$OPTARG";;
         K) export EC2_PRIVATE_KEY="$OPTARG";;
         C) export EC2_CERT="$OPTARG";;
         h) echo "$USAGE"; exit;;
@@ -56,10 +62,11 @@ fi
 
 declare -A AMIS
 for r in "${!AKI[@]}"; do
-    AMI=$(ec2-describe-images --region=${r} -F name="CoreOS-$VER" | grep -m1 ^IMAGE \
+    AMI=$(ec2-describe-images --region=${r} -F name="CoreOS-$GROUP-$VER" \
+        | grep -m1 ^IMAGE \
         | cut -f2) || true # Don't die silently, error messages are good
     if [[ -z "$AMI" ]]; then
-        echo "$0: Cannot find ${r} AMI for CoreOS $VER" >&2
+        echo "$0: Cannot find ${r} AMI for CoreOS $GROUP $VER" >&2
         continue
     fi
     AMIS[${r}]=$AMI
@@ -67,7 +74,7 @@ done
 
 OUT=
 for r in "${!AMIS[@]}"; do
-    url=$(printf "$URL_FMT" "$VER" "$r")
+    url=$(printf "$URL_FMT" "$BOARD" "$VER" "$r")
     tmp=$(mktemp --suffix=.txt)
     trap "rm -f '$tmp'" EXIT
     echo "${AMIS[$r]}" > "$tmp"
@@ -79,7 +86,7 @@ for r in "${!AMIS[@]}"; do
         OUT="${OUT}|${r}=${AMIS[$r]}"
     fi
 done
-url=$(printf "$URL_FMT" "$VER" "all")
+url=$(printf "$URL_FMT" "$BOARD" "$VER" "all")
 tmp=$(mktemp --suffix=.txt)
 trap "rm -f '$tmp'" EXIT
 echo "$OUT" > "$tmp"