diff --git a/packages/block-library/src/navigation-link/fallback-variations.js b/packages/block-library/src/navigation-link/fallback-variations.js
index b6074f10e4e38..1214102801922 100644
--- a/packages/block-library/src/navigation-link/fallback-variations.js
+++ b/packages/block-library/src/navigation-link/fallback-variations.js
@@ -17,8 +17,8 @@ const fallbackVariations = [
 	{
 		name: 'link',
 		isDefault: true,
-		title: __( 'Link' ),
-		description: __( 'A link to a URL.' ),
+		title: __( 'Custom Link' ),
+		description: __( 'A link to a custom URL.' ),
 		attributes: {},
 	},
 	{
diff --git a/packages/block-library/src/navigation-link/index.js b/packages/block-library/src/navigation-link/index.js
index b183e069360f8..cead4ce7173b9 100644
--- a/packages/block-library/src/navigation-link/index.js
+++ b/packages/block-library/src/navigation-link/index.js
@@ -19,7 +19,7 @@ const { name } = metadata;
 export { metadata, name };
 
 export const settings = {
-	title: _x( 'Link', 'block title' ),
+	title: _x( 'Custom Link', 'block title' ),
 
 	icon: linkIcon,
 
diff --git a/packages/block-library/src/navigation-link/test/__snapshots__/hooks.js.snap b/packages/block-library/src/navigation-link/test/__snapshots__/hooks.js.snap
index 26422f280fc0f..dc1669c095e52 100644
--- a/packages/block-library/src/navigation-link/test/__snapshots__/hooks.js.snap
+++ b/packages/block-library/src/navigation-link/test/__snapshots__/hooks.js.snap
@@ -9,11 +9,11 @@ Object {
   "variations": Array [
     Object {
       "attributes": Object {},
-      "description": "A link to a URL.",
+      "description": "A link to a custom URL.",
       "isActive": [Function],
       "isDefault": true,
       "name": "link",
-      "title": "Link",
+      "title": "Custom Link",
     },
     Object {
       "attributes": Object {
@@ -96,7 +96,7 @@ Object {
   "variations": Array [
     Object {
       "attributes": Object {},
-      "description": "A link to a URL.",
+      "description": "A link to a custom URL.",
       "icon": <SVG
         viewBox="0 0 24 24"
         xmlns="http://www.w3.org/2000/svg"
@@ -107,7 +107,7 @@ Object {
       </SVG>,
       "isActive": [Function],
       "name": "link",
-      "title": "Link",
+      "title": "Custom Link",
     },
     Object {
       "attributes": Object {
diff --git a/packages/block-library/src/navigation-link/test/hooks.js b/packages/block-library/src/navigation-link/test/hooks.js
index 16c4aad1fba5b..bf33b293ab691 100644
--- a/packages/block-library/src/navigation-link/test/hooks.js
+++ b/packages/block-library/src/navigation-link/test/hooks.js
@@ -46,8 +46,8 @@ describe( 'hooks', () => {
 					variations: [
 						{
 							name: 'link',
-							title: __( 'Link' ),
-							description: __( 'A link to a URL.' ),
+							title: __( 'Custom Link' ),
+							description: __( 'A link to a custom URL.' ),
 							attributes: {},
 						},
 						{
diff --git a/packages/e2e-tests/specs/experiments/blocks/navigation.test.js b/packages/e2e-tests/specs/experiments/blocks/navigation.test.js
index d1e2f1451ca56..66ec2fa9960f0 100644
--- a/packages/e2e-tests/specs/experiments/blocks/navigation.test.js
+++ b/packages/e2e-tests/specs/experiments/blocks/navigation.test.js
@@ -248,7 +248,7 @@ async function addLinkBlock() {
 	await page.click( '.wp-block-navigation .block-list-appender' );
 
 	const [ linkButton ] = await page.$x(
-		"//*[contains(@class, 'block-editor-inserter__quick-inserter')]//*[text()='Link']"
+		"//*[contains(@class, 'block-editor-inserter__quick-inserter')]//*[text()='Custom Link']"
 	);
 	await linkButton.click();
 }
@@ -323,7 +323,7 @@ describe( 'Navigation', () => {
 			// Scope element selector to the Editor's "Content" region as otherwise it picks up on
 			// block previews.
 			const navBlockItemsLength = await page.$$eval(
-				'[aria-label="Editor content"][role="region"] li[aria-label="Block: Link"]',
+				'[aria-label="Editor content"][role="region"] li[aria-label="Block: Custom Link"]',
 				( els ) => els.length
 			);
 
diff --git a/packages/e2e-tests/specs/experiments/navigation-editor.test.js b/packages/e2e-tests/specs/experiments/navigation-editor.test.js
index e2b5e42edb287..c15845d7b279d 100644
--- a/packages/e2e-tests/specs/experiments/navigation-editor.test.js
+++ b/packages/e2e-tests/specs/experiments/navigation-editor.test.js
@@ -302,7 +302,7 @@ describe( 'Navigation editor', () => {
 
 		// Select a link block with nested links in a submenu.
 		const parentLinkXPath =
-			'//li[@aria-label="Block: Link" and contains(.,"WordPress.org")]';
+			'//li[@aria-label="Block: Custom Link" and contains(.,"WordPress.org")]';
 		const linkBlock = await page.waitForXPath( parentLinkXPath );
 		await linkBlock.click();
 
@@ -311,7 +311,7 @@ describe( 'Navigation editor', () => {
 		// Submenus are hidden using `visibility: hidden` and shown using
 		// `visibility: visible` so the visible/hidden options must be used
 		// when selecting the elements.
-		const submenuLinkXPath = `${ parentLinkXPath }//li[@aria-label="Block: Link"]`;
+		const submenuLinkXPath = `${ parentLinkXPath }//li[@aria-label="Block: Custom Link"]`;
 		const submenuLinkVisible = await page.waitForXPath( submenuLinkXPath, {
 			visible: true,
 		} );
@@ -352,10 +352,8 @@ describe( 'Navigation editor', () => {
 		);
 		await appender.click();
 
-		// Must be an exact match to the word 'Link' as other
-		// variations also contain the word 'Link'.
 		const linkInserterItem = await page.waitForXPath(
-			'//button[@role="option"]//span[.="Link"]'
+			'//button[@role="option"]//span[.="Custom Link"]'
 		);
 		await linkInserterItem.click();