diff --git a/docs/sources/setup-grafana/configure-grafana/feature-toggles/index.md b/docs/sources/setup-grafana/configure-grafana/feature-toggles/index.md
index 2396e6a6ad7..3e803ad3555 100644
--- a/docs/sources/setup-grafana/configure-grafana/feature-toggles/index.md
+++ b/docs/sources/setup-grafana/configure-grafana/feature-toggles/index.md
@@ -105,7 +105,7 @@ The following toggles require explicitly setting Grafana's [app mode]({{< relref
 | `export`                               | Export grafana instance (to git, etc)                     |
 | `azureMonitorResourcePickerForMetrics` | New UI for Azure Monitor Metrics Query                    |
 | `grpcServer`                           | Run GRPC server                                           |
-| `objectStore`                          | SQL-based object store                                    |
+| `entityStore`                          | SQL-based entity store (requires storage flag also)       |
 | `queryLibrary`                         | Reusable query library                                    |
 | `accessControlOnCall`                  | Access control primitives for OnCall                      |
 | `nestedFolders`                        | Enable folder nesting                                     |
diff --git a/go.mod b/go.mod
index 49237225464..16fb97f6a2f 100644
--- a/go.mod
+++ b/go.mod
@@ -203,7 +203,7 @@ require (
 	github.com/mpvl/unique v0.0.0-20150818121801-cbe035fff7de // indirect
 	github.com/oklog/run v1.1.0 // indirect
 	github.com/oklog/ulid v1.3.1 // indirect
-	github.com/olekukonko/tablewriter v0.0.5 // indirect
+	github.com/olekukonko/tablewriter v0.0.5
 	github.com/opentracing-contrib/go-grpc v0.0.0-20210225150812-73cb765af46e // indirect
 	github.com/opentracing-contrib/go-stdlib v1.0.0 // indirect
 	github.com/pmezard/go-difflib v1.0.0 // indirect
diff --git a/packages/grafana-data/src/types/featureToggles.gen.ts b/packages/grafana-data/src/types/featureToggles.gen.ts
index e57ca1881ea..7276ab8d74a 100644
--- a/packages/grafana-data/src/types/featureToggles.gen.ts
+++ b/packages/grafana-data/src/types/featureToggles.gen.ts
@@ -65,7 +65,7 @@ export interface FeatureToggles {
   internationalization?: boolean;
   topnav?: boolean;
   grpcServer?: boolean;
-  objectStore?: boolean;
+  entityStore?: boolean;
   traceqlEditor?: boolean;
   flameGraph?: boolean;
   cloudWatchCrossAccountQuerying?: boolean;
diff --git a/pkg/api/api.go b/pkg/api/api.go
index 53f37b502f7..75d9cf3b763 100644
--- a/pkg/api/api.go
+++ b/pkg/api/api.go
@@ -285,11 +285,11 @@ func (hs *HTTPServer) registerRoutes() {
 		if hs.Features.IsEnabled(featuremgmt.FlagStorage) {
 			// Will eventually be replaced with the 'object' route
 			apiRoute.Group("/storage", hs.StorageService.RegisterHTTPRoutes)
+		}
 
-			// Allow HTTP access to the object storage feature (dev only for now)
-			if hs.Features.IsEnabled(featuremgmt.FlagGrpcServer) {
-				apiRoute.Group("/object", hs.httpEntityStore.RegisterHTTPRoutes)
-			}
+		// Allow HTTP access to the entity storage feature (dev only for now)
+		if hs.Features.IsEnabled(featuremgmt.FlagEntityStore) {
+			apiRoute.Group("/entity", hs.httpEntityStore.RegisterHTTPRoutes)
 		}
 
 		if hs.Features.IsEnabled(featuremgmt.FlagPanelTitleSearch) {
diff --git a/pkg/services/export/service.go b/pkg/services/export/service.go
index f54e10d4b76..a1e7950e784 100644
--- a/pkg/services/export/service.go
+++ b/pkg/services/export/service.go
@@ -233,7 +233,7 @@ func (ex *StandardExport) HandleRequestExport(c *models.ReqContext) response.Res
 	switch cfg.Format {
 	case "dummy":
 		job, err = startDummyExportJob(cfg, broadcast)
-	case "objectStore":
+	case "entityStore":
 		job, err = startEntityStoreJob(ctx, cfg, broadcast, ex.db, ex.playlistService, ex.store, ex.dashboardsnapshotsService)
 	case "git":
 		dir := filepath.Join(ex.dataDir, "export_git", fmt.Sprintf("git_%d", time.Now().Unix()))
diff --git a/pkg/services/featuremgmt/registry.go b/pkg/services/featuremgmt/registry.go
index 7c31799169b..6528068dcfd 100644
--- a/pkg/services/featuremgmt/registry.go
+++ b/pkg/services/featuremgmt/registry.go
@@ -281,8 +281,8 @@ var (
 			RequiresDevMode: true,
 		},
 		{
-			Name:            "objectStore",
-			Description:     "SQL-based object store",
+			Name:            "entityStore",
+			Description:     "SQL-based entity store (requires storage flag also)",
 			State:           FeatureStateAlpha,
 			RequiresDevMode: true,
 		},
diff --git a/pkg/services/featuremgmt/toggles_gen.go b/pkg/services/featuremgmt/toggles_gen.go
index 7e4d36b5c3e..06c778de072 100644
--- a/pkg/services/featuremgmt/toggles_gen.go
+++ b/pkg/services/featuremgmt/toggles_gen.go
@@ -203,9 +203,9 @@ const (
 	// Run GRPC server
 	FlagGrpcServer = "grpcServer"
 
-	// FlagObjectStore
-	// SQL-based object store
-	FlagObjectStore = "objectStore"
+	// FlagEntityStore
+	// SQL-based entity store (requires storage flag also)
+	FlagEntityStore = "entityStore"
 
 	// FlagTraceqlEditor
 	// Show the TraceQL editor in the explore page
diff --git a/pkg/services/playlist/playlistimpl/object_store.go b/pkg/services/playlist/playlistimpl/entity_store.go
similarity index 81%
rename from pkg/services/playlist/playlistimpl/object_store.go
rename to pkg/services/playlist/playlistimpl/entity_store.go
index 5e67883943b..43d0848f89b 100644
--- a/pkg/services/playlist/playlistimpl/object_store.go
+++ b/pkg/services/playlist/playlistimpl/entity_store.go
@@ -18,15 +18,15 @@ import (
 // 2. CREATE/UPDATE/DELETE same items to the object store
 // 3. Use the object store for all read operations
 // This givs us a safe test bed to work with the store but still roll back without any lost work
-type objectStoreImpl struct {
-	sess        *session.SessionDB
-	sqlimpl     *Service
-	objectstore entity.EntityStoreServer
+type entityStoreImpl struct {
+	sess    *session.SessionDB
+	sqlimpl *Service
+	store   entity.EntityStoreServer
 }
 
-var _ playlist.Service = &objectStoreImpl{}
+var _ playlist.Service = &entityStoreImpl{}
 
-func (s *objectStoreImpl) sync() {
+func (s *entityStoreImpl) sync() {
 	type Info struct {
 		OrgID int64  `db:"org_id"`
 		UID   string `db:"uid"`
@@ -55,7 +55,7 @@ func (s *objectStoreImpl) sync() {
 			return
 		}
 		body, _ := json.Marshal(dto)
-		_, _ = s.objectstore.Write(ctx, &entity.WriteEntityRequest{
+		_, _ = s.store.Write(ctx, &entity.WriteEntityRequest{
 			GRN: &entity.GRN{
 				TenantId: info.OrgID,
 				UID:      info.UID,
@@ -66,14 +66,14 @@ func (s *objectStoreImpl) sync() {
 	}
 }
 
-func (s *objectStoreImpl) Create(ctx context.Context, cmd *playlist.CreatePlaylistCommand) (*playlist.Playlist, error) {
+func (s *entityStoreImpl) Create(ctx context.Context, cmd *playlist.CreatePlaylistCommand) (*playlist.Playlist, error) {
 	rsp, err := s.sqlimpl.store.Insert(ctx, cmd)
 	if err == nil && rsp != nil {
 		body, err := json.Marshal(cmd)
 		if err != nil {
 			return rsp, fmt.Errorf("unable to write playlist to store")
 		}
-		_, err = s.objectstore.Write(ctx, &entity.WriteEntityRequest{
+		_, err = s.store.Write(ctx, &entity.WriteEntityRequest{
 			GRN: &entity.GRN{
 				Kind: models.StandardKindPlaylist,
 				UID:  rsp.UID,
@@ -87,14 +87,14 @@ func (s *objectStoreImpl) Create(ctx context.Context, cmd *playlist.CreatePlayli
 	return rsp, err
 }
 
-func (s *objectStoreImpl) Update(ctx context.Context, cmd *playlist.UpdatePlaylistCommand) (*playlist.PlaylistDTO, error) {
+func (s *entityStoreImpl) Update(ctx context.Context, cmd *playlist.UpdatePlaylistCommand) (*playlist.PlaylistDTO, error) {
 	rsp, err := s.sqlimpl.store.Update(ctx, cmd)
 	if err == nil {
 		body, err := json.Marshal(cmd)
 		if err != nil {
 			return rsp, fmt.Errorf("unable to write playlist to store")
 		}
-		_, err = s.objectstore.Write(ctx, &entity.WriteEntityRequest{
+		_, err = s.store.Write(ctx, &entity.WriteEntityRequest{
 			GRN: &entity.GRN{
 				UID:  rsp.Uid,
 				Kind: models.StandardKindPlaylist,
@@ -108,10 +108,10 @@ func (s *objectStoreImpl) Update(ctx context.Context, cmd *playlist.UpdatePlayli
 	return rsp, err
 }
 
-func (s *objectStoreImpl) Delete(ctx context.Context, cmd *playlist.DeletePlaylistCommand) error {
+func (s *entityStoreImpl) Delete(ctx context.Context, cmd *playlist.DeletePlaylistCommand) error {
 	err := s.sqlimpl.store.Delete(ctx, cmd)
 	if err == nil {
-		_, err = s.objectstore.Delete(ctx, &entity.DeleteEntityRequest{
+		_, err = s.store.Delete(ctx, &entity.DeleteEntityRequest{
 			GRN: &entity.GRN{
 				UID:  cmd.UID,
 				Kind: models.StandardKindPlaylist,
@@ -128,7 +128,7 @@ func (s *objectStoreImpl) Delete(ctx context.Context, cmd *playlist.DeletePlayli
 // Read access is managed entirely by the object store
 //------------------------------------------------------
 
-func (s *objectStoreImpl) GetWithoutItems(ctx context.Context, q *playlist.GetPlaylistByUidQuery) (*playlist.Playlist, error) {
+func (s *entityStoreImpl) GetWithoutItems(ctx context.Context, q *playlist.GetPlaylistByUidQuery) (*playlist.Playlist, error) {
 	p, err := s.Get(ctx, q) // OrgID is actually picked from the user!
 	if err != nil {
 		return nil, err
@@ -141,8 +141,8 @@ func (s *objectStoreImpl) GetWithoutItems(ctx context.Context, q *playlist.GetPl
 	}, nil
 }
 
-func (s *objectStoreImpl) Get(ctx context.Context, q *playlist.GetPlaylistByUidQuery) (*playlist.PlaylistDTO, error) {
-	rsp, err := s.objectstore.Read(ctx, &entity.ReadEntityRequest{
+func (s *entityStoreImpl) Get(ctx context.Context, q *playlist.GetPlaylistByUidQuery) (*playlist.PlaylistDTO, error) {
+	rsp, err := s.store.Read(ctx, &entity.ReadEntityRequest{
 		GRN: &entity.GRN{
 			UID:  q.UID,
 			Kind: models.StandardKindPlaylist,
@@ -162,10 +162,10 @@ func (s *objectStoreImpl) Get(ctx context.Context, q *playlist.GetPlaylistByUidQ
 	return found, err
 }
 
-func (s *objectStoreImpl) Search(ctx context.Context, q *playlist.GetPlaylistsQuery) (playlist.Playlists, error) {
+func (s *entityStoreImpl) Search(ctx context.Context, q *playlist.GetPlaylistsQuery) (playlist.Playlists, error) {
 	playlists := make(playlist.Playlists, 0)
 
-	rsp, err := s.objectstore.Search(ctx, &entity.EntitySearchRequest{
+	rsp, err := s.store.Search(ctx, &entity.EntitySearchRequest{
 		Kind:     []string{models.StandardKindPlaylist},
 		WithBody: true,
 		Limit:    1000,
diff --git a/pkg/services/playlist/playlistimpl/playlist.go b/pkg/services/playlist/playlistimpl/playlist.go
index 6162b45235b..79f092c127c 100644
--- a/pkg/services/playlist/playlistimpl/playlist.go
+++ b/pkg/services/playlist/playlistimpl/playlist.go
@@ -31,11 +31,11 @@ func ProvideService(db db.DB, toggles featuremgmt.FeatureToggles, objserver enti
 	svc := &Service{store: sqlstore}
 
 	// FlagObjectStore is only supported in development mode
-	if toggles.IsEnabled(featuremgmt.FlagObjectStore) {
-		impl := &objectStoreImpl{
-			sqlimpl:     svc,
-			objectstore: objserver,
-			sess:        db.GetSqlxSession(),
+	if toggles.IsEnabled(featuremgmt.FlagEntityStore) {
+		impl := &entityStoreImpl{
+			sqlimpl: svc,
+			store:   objserver,
+			sess:    db.GetSqlxSession(),
 		}
 		impl.sync() // load everythign from the existing SQL setup into the new object store
 		return impl
diff --git a/pkg/services/sqlstore/migrations/object_store_mig.go b/pkg/services/sqlstore/migrations/entity_store_mig.go
similarity index 99%
rename from pkg/services/sqlstore/migrations/object_store_mig.go
rename to pkg/services/sqlstore/migrations/entity_store_mig.go
index b05d91ea9b7..baa40ee41d0 100644
--- a/pkg/services/sqlstore/migrations/object_store_mig.go
+++ b/pkg/services/sqlstore/migrations/entity_store_mig.go
@@ -18,7 +18,7 @@ func getLatinPathColumn(name string) *migrator.Column {
 	}
 }
 
-func addObjectStorageMigrations(mg *migrator.Migrator) {
+func addEntityStoreMigrations(mg *migrator.Migrator) {
 	grnLength := 256 // len(tenant)~8 + len(kind)!16 + len(kind)~128 = 256
 	tables := []migrator.Table{}
 	tables = append(tables, migrator.Table{
diff --git a/pkg/services/sqlstore/migrations/migrations.go b/pkg/services/sqlstore/migrations/migrations.go
index f0689a581c0..30b08f96067 100644
--- a/pkg/services/sqlstore/migrations/migrations.go
+++ b/pkg/services/sqlstore/migrations/migrations.go
@@ -83,8 +83,8 @@ func (*OSSMigrations) AddMigration(mg *Migrator) {
 			addCommentMigrations(mg)
 		}
 
-		if mg.Cfg.IsFeatureToggleEnabled(featuremgmt.FlagObjectStore) {
-			addObjectStorageMigrations(mg)
+		if mg.Cfg.IsFeatureToggleEnabled(featuremgmt.FlagEntityStore) {
+			addEntityStoreMigrations(mg)
 		}
 	}
 
diff --git a/pkg/services/sqlstore/sqlstore.go b/pkg/services/sqlstore/sqlstore.go
index 411c30d038b..be59253c184 100644
--- a/pkg/services/sqlstore/sqlstore.go
+++ b/pkg/services/sqlstore/sqlstore.go
@@ -489,7 +489,7 @@ var featuresEnabledDuringTests = []string{
 	featuremgmt.FlagDashboardPreviews,
 	featuremgmt.FlagDashboardComments,
 	featuremgmt.FlagPanelTitleSearch,
-	featuremgmt.FlagObjectStore,
+	featuremgmt.FlagEntityStore,
 }
 
 // InitTestDBWithMigration initializes the test DB given custom migrations.
diff --git a/pkg/services/store/entity/json.go b/pkg/services/store/entity/json.go
index 37266d8727f..34933e7dec9 100644
--- a/pkg/services/store/entity/json.go
+++ b/pkg/services/store/entity/json.go
@@ -11,7 +11,7 @@ import (
 
 func init() { //nolint:gochecknoinits
 	jsoniter.RegisterTypeEncoder("entity.EntitySearchResult", &searchResultCodec{})
-	jsoniter.RegisterTypeEncoder("entity.WriteObjectResponse", &writeResponseCodec{})
+	jsoniter.RegisterTypeEncoder("entity.WriteEntityResponse", &writeResponseCodec{})
 	jsoniter.RegisterTypeEncoder("entity.ReadEntityResponse", &readResponseCodec{})
 
 	jsoniter.RegisterTypeEncoder("entity.Entity", &rawEntityCodec{})
diff --git a/pkg/services/store/entity/tests/common.go b/pkg/services/store/entity/tests/common.go
index 476fde75312..78628eccbaf 100644
--- a/pkg/services/store/entity/tests/common.go
+++ b/pkg/services/store/entity/tests/common.go
@@ -64,7 +64,7 @@ func createTestContext(t *testing.T) testContext {
 	dir, path := testinfra.CreateGrafDir(t, testinfra.GrafanaOpts{
 		EnableFeatureToggles: []string{
 			featuremgmt.FlagGrpcServer,
-			featuremgmt.FlagObjectStore,
+			featuremgmt.FlagEntityStore,
 		},
 		AppModeProduction: false,         // required for migrations to run
 		GRPCServerAddress: "127.0.0.1:0", // :0 for choosing the port automatically
diff --git a/public/app/features/storage/ExportView.tsx b/public/app/features/storage/ExportView.tsx
index aa9ee5180fb..73827a3e7bc 100644
--- a/public/app/features/storage/ExportView.tsx
+++ b/public/app/features/storage/ExportView.tsx
@@ -61,7 +61,7 @@ interface ExporterInfo {
 
 const formats: Array<SelectableValue<string>> = [
   { label: 'GIT', value: 'git', description: 'Exports a fresh git repository' },
-  { label: 'Object store', value: 'objectStore', description: 'Export to the SQL based object store' },
+  { label: 'Entity store', value: 'entityStore', description: 'Export to the SQL based entity store' },
 ];
 
 interface Props {
@@ -173,9 +173,9 @@ export const ExportView = ({ onPathChange }: Props) => {
               onChange={(v) => setBody({ ...body!, format: v.value! })}
             />
           </Field>
-          {body?.format === 'objectStore' && !config.featureToggles.objectStore && (
+          {body?.format === 'entityStore' && !config.featureToggles.entityStore && (
             <div>
-              <Alert title="Missing feature flag">Enable the `objectStore` feature flag</Alert>
+              <Alert title="Missing feature flag">Enable the `entityStore` feature flag</Alert>
             </div>
           )}
           {body?.format === 'git' && (