diff --git a/.github/boring-cyborg.yml b/.github/boring-cyborg.yml
index cd31dc07f4036..e1535a247cec3 100644
--- a/.github/boring-cyborg.yml
+++ b/.github/boring-cyborg.yml
@@ -596,6 +596,9 @@ labelPRBasedOnFilePath:
   area:docker-tests:
     - docker-tests/**/*
 
+  area:e2e-tests:
+    - airflow-e2e-tests/**/*
+
   area:kubernetes-tests:
     - kubernetes-tests/**/*
 
diff --git a/dev/breeze/doc/ci/04_selective_checks.md b/dev/breeze/doc/ci/04_selective_checks.md
index ebc6e54586333..06bd81f762390 100644
--- a/dev/breeze/doc/ci/04_selective_checks.md
+++ b/dev/breeze/doc/ci/04_selective_checks.md
@@ -642,6 +642,7 @@ This table summarizes the labels you can use on PRs to control the selective che
 |----------------------------------|----------------------------------|-------------------------------------------------------------------------------------------|
 | all versions                     | all-versions, *-versions-*       | Run tests for all python and k8s versions.                                                |
 | allow suspended provider changes | allow-suspended-provider-changes | Allow changes to suspended providers.                                                     |
+| area:e2e-tests                   | prod-image-build                 | If set, the Airflow E2E tests are run regardless of changed files (does not force the full test matrix). |
 | area:kubernetes-tests            | run-kubernetes-tests             | If set, the Kubernetes tests job is run regardless of changed files (does not force the full test matrix). |
 | canary                           | is-canary-run                    | If set, the PR run from apache/airflow repo behaves as `canary` run.                      |
 | debug ci resources               | debug-ci-resources               | If set, then debugging resources is enabled during parallel tests and you can see them.   |
diff --git a/dev/breeze/src/airflow_breeze/utils/selective_checks.py b/dev/breeze/src/airflow_breeze/utils/selective_checks.py
index b912af64e3d9f..d12a2a9f8a1d0 100644
--- a/dev/breeze/src/airflow_breeze/utils/selective_checks.py
+++ b/dev/breeze/src/airflow_breeze/utils/selective_checks.py
@@ -92,6 +92,7 @@
 USE_PUBLIC_RUNNERS_LABEL = "use public runners"
 ALLOW_PROVIDER_DEPENDENCY_BUMP_LABEL = "allow provider dependency bump"
 SKIP_COMMON_COMPAT_CHECK_LABEL = "skip common compat check"
+AREA_E2E_TESTS_LABEL = "area:e2e-tests"
 AREA_KUBERNETES_TESTS_LABEL = "area:kubernetes-tests"
 ALL_CI_SELECTIVE_TEST_TYPES = "API Always CLI Core Other Serialization"
 
@@ -1205,6 +1206,12 @@ def ci_image_build(self) -> bool:
 
     @cached_property
     def prod_image_build(self) -> bool:
+        if AREA_E2E_TESTS_LABEL in self._pr_labels:
+            console_print(
+                "[warning]Building the PROD image to run Airflow E2E tests because "
+                f"label '{AREA_E2E_TESTS_LABEL}' is in {self._pr_labels}[/]"
+            )
+            return True
         return (
             self.run_kubernetes_tests
             or self.run_helm_tests
diff --git a/dev/breeze/tests/test_selective_checks.py b/dev/breeze/tests/test_selective_checks.py
index ae8260db30fc9..b03a3634f43bf 100644
--- a/dev/breeze/tests/test_selective_checks.py
+++ b/dev/breeze/tests/test_selective_checks.py
@@ -3718,6 +3718,19 @@ def test_run_kubernetes_tests_forced_by_label_with_no_changed_files():
     assert checks.full_tests_needed is False
 
 
+@pytest.mark.parametrize("files", [("INTHEWILD.md",), ()], ids=["unrelated-file", "no-files"])
+def test_prod_image_build_forced_by_e2e_tests_label(files):
+    checks = SelectiveChecks(
+        files=files,
+        commit_ref=NEUTRAL_COMMIT,
+        github_event=GithubEvents.PULL_REQUEST,
+        default_branch="main",
+        pr_labels=("area:e2e-tests",),
+    )
+    assert checks.prod_image_build is True
+    assert checks.full_tests_needed is False
+
+
 def test_filter_platform_excluded_test_types_handles_all_shapes():
     """Direct unit check of the in-place filter for the three Providers[...] shapes."""
     checks = SelectiveChecks(