diff --git a/cmake/Packaging.cmake b/cmake/Packaging.cmake
index 39d49653fe..1656b49e88 100644
--- a/cmake/Packaging.cmake
+++ b/cmake/Packaging.cmake
@@ -120,7 +120,7 @@ function(strip_trailing_slash in_url out_url)
     endif()
 endfunction()
 
-set(_versioned_target_url_tag ${LY_VERSION_STRING}/${PAL_HOST_PLATFORM_NAME})
+set(CPACK_VERSIONED_TARGET_TAG "${PAL_HOST_PLATFORM_NAME}-${LY_VERSION_STRING}")
 
 if(NOT LY_INSTALLER_UPLOAD_URL AND DEFINED ENV{LY_INSTALLER_UPLOAD_URL})
     set(LY_INSTALLER_UPLOAD_URL $ENV{LY_INSTALLER_UPLOAD_URL})
@@ -139,7 +139,7 @@ if(LY_INSTALLER_UPLOAD_URL)
     endif()
 
     strip_trailing_slash(${LY_INSTALLER_UPLOAD_URL} LY_INSTALLER_UPLOAD_URL)
-    set(CPACK_UPLOAD_URL ${LY_INSTALLER_UPLOAD_URL}/${_versioned_target_url_tag})
+    set(CPACK_UPLOAD_URL ${LY_INSTALLER_UPLOAD_URL})
 endif()
 
 # IMPORTANT: required to be included AFTER setting all property overrides
@@ -189,7 +189,7 @@ if(LY_INSTALLER_DOWNLOAD_URL)
 
     # this will set the following variables: CPACK_DOWNLOAD_SITE, CPACK_DOWNLOAD_ALL, and CPACK_UPLOAD_DIRECTORY (local)
     cpack_configure_downloads(
-        ${LY_INSTALLER_DOWNLOAD_URL}/${_versioned_target_url_tag}
+        ${LY_INSTALLER_DOWNLOAD_URL}
         UPLOAD_DIRECTORY ${CMAKE_BINARY_DIR}/_CPack_Uploads # to match the _CPack_Packages directory
         ALL
     )
diff --git a/cmake/Platform/Windows/PackagingPostBuild.cmake b/cmake/Platform/Windows/PackagingPostBuild.cmake
index 63f60994c5..a28ce51f41 100644
--- a/cmake/Platform/Windows/PackagingPostBuild.cmake
+++ b/cmake/Platform/Windows/PackagingPostBuild.cmake
@@ -24,10 +24,24 @@ set(_ext_flags
     -ext WixBalExtension
 )
 
+set(_build_id_file ${CPACK_BINARY_DIR}/build_id.txt)
+if(EXISTS ${_build_id_file})
+    file(READ ${_build_id_file} _build_id)
+
+    set(_full_download_url ${CPACK_DOWNLOAD_SITE}/${_build_id}/${CPACK_VERSIONED_TARGET_TAG})
+    set(_full_upload_url ${CPACK_UPLOAD_URL}/${_build_id}/${CPACK_VERSIONED_TARGET_TAG})
+else()
+    # format: YYYY-MM-DD-HHmm UTC
+    string(TIMESTAMP _timestamp "%Y%-%m-%d-%H%m" UTC)
+
+    set(_full_download_url ${CPACK_DOWNLOAD_SITE}/notag/${_timestamp}/${CPACK_VERSIONED_TARGET_TAG})
+    set(_full_upload_url ${CPACK_UPLOAD_URL}/notag/${_timestamp}/${CPACK_VERSIONED_TARGET_TAG})
+endif()
+
 set(_addtional_defines
     -dCPACK_BOOTSTRAP_THEME_FILE=${CPACK_BINARY_DIR}/BootstrapperTheme
     -dCPACK_BOOTSTRAP_UPGRADE_GUID=${CPACK_WIX_BOOTSTRAP_UPGRADE_GUID}
-    -dCPACK_DOWNLOAD_SITE=${CPACK_DOWNLOAD_SITE}
+    -dCPACK_DOWNLOAD_SITE=${_full_download_url}
     -dCPACK_LOCAL_INSTALLER_DIR=${_cpack_wix_out_dir}
     -dCPACK_PACKAGE_FILE_NAME=${CPACK_PACKAGE_FILE_NAME}
     -dCPACK_PACKAGE_INSTALL_DIRECTORY=${_fixed_package_install_dir}
@@ -109,7 +123,7 @@ file(TO_NATIVE_PATH "${_root_path}/scripts/build/tools/upload_to_s3.py" _upload_
 file(TO_NATIVE_PATH "${_cpack_wix_out_dir}" _cpack_wix_out_dir)
 
 # strip the scheme and extract the bucket/key prefix from the URL
-string(REPLACE "s3://" "" _stripped_url ${CPACK_UPLOAD_URL})
+string(REPLACE "s3://" "" _stripped_url ${_full_upload_url})
 string(REPLACE "/" ";" _tokens ${_stripped_url})
 
 list(POP_FRONT _tokens _bucket)
@@ -127,12 +141,15 @@ set(_upload_command
     --profile ${CPACK_AWS_PROFILE}
 )
 
+message(STATUS "Uploading artifacts to ${_full_upload_url}")
 execute_process(
     COMMAND ${_upload_command}
     RESULT_VARIABLE _upload_result
     ERROR_VARIABLE _upload_errors
 )
 
-if (NOT ${_upload_result} EQUAL 0)
+if (${_upload_result} EQUAL 0)
+    message(STATUS "Artifact uploading complete!")
+else()
     message(FATAL_ERROR "An error occurred uploading artifacts.  ${_upload_errors}")
 endif()
diff --git a/scripts/build/Platform/Windows/installer_windows.cmd b/scripts/build/Platform/Windows/installer_windows.cmd
index d4f3482aba..5caf8b7b80 100644
--- a/scripts/build/Platform/Windows/installer_windows.cmd
+++ b/scripts/build/Platform/Windows/installer_windows.cmd
@@ -50,10 +50,25 @@ IF ERRORLEVEL 1 (
     GOTO :popd_error
 )
 
+REM generate the build ID for artifact upload tagging
+PUSHD "%~dp0/../../../.."
+SET "ENGINE_ROOT=%cd%"
+POPD
+
+SET "GEN_BUILD_ID_SCRIPT=%ENGINE_ROOT%/scripts/build/tools/generate_build_tag.py"
+SET "BUILD_ID_FILE=_CPack/build_id.txt"
+
+ECHO [ci_build] "%ENGINE_ROOT%/python/python.cmd" -u "%GEN_BUILD_ID_SCRIPT%" "%BUILD_ID_FILE%"
+CALL "%ENGINE_ROOT%/python/python.cmd" -u "%GEN_BUILD_ID_SCRIPT%" "%BUILD_ID_FILE%"
+IF ERRORLEVEL 1 (
+    ECHO [ci_build] Failed to generate build ID
+    GOTO :popd_error
+)
+
 ECHO [ci_build] "!CPACK_PATH!" -C %CONFIGURATION%
 "!CPACK_PATH!"  -C %CONFIGURATION%
 IF NOT %ERRORLEVEL%==0 (
-    rem dump the log file generated by cpack specifically for WIX
+    REM dump the log file generated by cpack specifically for WIX
     ECHO ****************************************************************
     TYPE "_CPack_Packages\\WIX\\wix.log"
     ECHO ****************************************************************
diff --git a/scripts/build/tools/generate_build_tag.py b/scripts/build/tools/generate_build_tag.py
new file mode 100644
index 0000000000..56817c064f
--- /dev/null
+++ b/scripts/build/tools/generate_build_tag.py
@@ -0,0 +1,66 @@
+#
+# All or portions of this file Copyright (c) Amazon.com, Inc. or its affiliates or
+# its licensors.
+#
+# For complete copyright and license terms please see the LICENSE at the root of this
+# distribution (the "License"). All use of this software is governed by the License,
+# or, if provided, by the license below or the license accompanying this file. Do not
+# remove or modify any license notices. This file is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+#
+
+import argparse
+import os
+import pathlib
+import shutil
+import subprocess
+import sys
+
+
+def run_git_command(args, repo_root):
+
+    process = subprocess.run(['git', *args],
+        stdout=subprocess.PIPE,
+        stderr=subprocess.PIPE,
+        cwd=repo_root,
+        env=os.environ.copy(),
+        universal_newlines=True,
+    )
+
+    if process.returncode != 0:
+        print(
+            f'An error occurred while running a command\n'
+            f'Command: git {subprocess.list2cmdline(args)}\n'
+            f'Return Code: {process.returncode}\n'
+            f'Error: {process.stderr}'
+        )
+        exit(1)
+
+    output = process.stdout.splitlines()
+    # something went wrong and we somehow got more information then requested
+    if len(output) != 1:
+        print(f'Unexpected output received from command: git {subprocess.list2cmdline(args)}')
+        exit(1)
+
+    return output[0].strip('"')
+
+
+if __name__ == "__main__":
+    parser = argparse.ArgumentParser(description='Generates a build ID based on the state of the git repository')
+    parser.add_argument('output_file', help='Path to the output file where the build ID will be written to')
+    parsed_args = parser.parse_args()
+
+    repo_root = os.path.realpath(os.path.join(os.path.dirname(__file__), '..', '..'))
+
+    branch = run_git_command(['branch', '--show-current'], repo_root)
+    branch = branch.replace('/', '-')
+
+    commit_hash = run_git_command(['show', '--format="%h"', '--no-patch'], repo_root)
+
+    # include the commit date to allow some sensible way of sorting
+    commit_date = run_git_command(['show', '-s', '--format="%cs"', commit_hash], repo_root)
+
+    with open(parsed_args.output_file, 'w') as out_file:
+        out_file.write(f'{branch}/{commit_date}-{commit_hash}')
+
+    sys.exit(0)