diff --git a/src/plugins/kibana/public/visualize/editor/agg.html b/src/plugins/kibana/public/visualize/editor/agg.html
index 56b3906d6fdde..5cdbf20e72f0c 100644
--- a/src/plugins/kibana/public/visualize/editor/agg.html
+++ b/src/plugins/kibana/public/visualize/editor/agg.html
@@ -42,7 +42,7 @@
 
     <!-- down button -->
     <button
-      aria-lebl="Decrease Priority"
+      aria-label="Decrease Priority"
       ng-if="stats.count > 1"
       ng-class="{ disabled: $last }"
       ng-click="moveDown(agg)"
@@ -65,7 +65,9 @@
       class="btn btn-xs btn-danger">
       <i aria-hidden="true" class="fa fa-times"></i>
     </button>
+
   </div>
+
 </div>
 
 <vis-editor-agg-params
diff --git a/src/ui/public/Vis/AggConfig.js b/src/ui/public/Vis/AggConfig.js
index 46ed915a813a8..b877d310662f8 100644
--- a/src/ui/public/Vis/AggConfig.js
+++ b/src/ui/public/Vis/AggConfig.js
@@ -259,6 +259,10 @@ define(function (require) {
     };
 
     AggConfig.prototype.makeLabel = function () {
+      if (this.params.customLabel) {
+        return this.params.customLabel;
+      }
+
       if (!this.type) return '';
       var pre = (_.get(this.vis, 'params.mode') === 'percentage') ? 'Percentage of ' : '';
       return pre += this.type.makeLabel(this);
diff --git a/src/ui/public/Vis/__tests__/_AggConfig.js b/src/ui/public/Vis/__tests__/_AggConfig.js
index 579c120fc7e13..5dc2213735ba1 100644
--- a/src/ui/public/Vis/__tests__/_AggConfig.js
+++ b/src/ui/public/Vis/__tests__/_AggConfig.js
@@ -210,6 +210,36 @@ describe('AggConfig', function () {
     });
   });
 
+  describe('#makeLabel', function () {
+    it('uses the custom label if it is defined', function () {
+      var vis = new Vis(indexPattern, {});
+      var aggConfig = vis.aggs[0];
+      aggConfig.params.customLabel = 'Custom label';
+      var label = aggConfig.makeLabel();
+      expect(label).to.be(aggConfig.params.customLabel);
+    });
+    it('default label should be "Count"', function () {
+      var vis = new Vis(indexPattern, {});
+      var aggConfig = vis.aggs[0];
+      var label = aggConfig.makeLabel();
+      expect(label).to.be('Count');
+    });
+    it('default label should be "Percentage of Count" when Vis is in percentage mode', function () {
+      var vis = new Vis(indexPattern, {});
+      var aggConfig = vis.aggs[0];
+      aggConfig.vis.params.mode = 'percentage';
+      var label = aggConfig.makeLabel();
+      expect(label).to.be('Percentage of Count');
+    });
+    it('empty label if the Vis type is not defined', function () {
+      var vis = new Vis(indexPattern, {});
+      var aggConfig = vis.aggs[0];
+      aggConfig.type = undefined;
+      var label = aggConfig.makeLabel();
+      expect(label).to.be('');
+    });
+  });
+
   describe('#fieldFormatter', function () {
     it('returns the fields format unless the agg type has a custom getFormat handler', function () {
       var vis = new Vis(indexPattern, {
diff --git a/src/ui/public/agg_types/AggType.js b/src/ui/public/agg_types/AggType.js
index 85231ddb3a85a..49e87f6253d6a 100644
--- a/src/ui/public/agg_types/AggType.js
+++ b/src/ui/public/agg_types/AggType.js
@@ -96,6 +96,15 @@ define(function (require) {
           type: 'json',
           advanced: true
         });
+        // always append custom label
+
+        if (config.customLabels !== false) {
+          this.params.push({
+            name: 'customLabel',
+            type: 'string',
+            write: _.noop
+          });
+        }
 
         this.params = new AggParams(this.params);
       }
diff --git a/src/ui/public/agg_types/__tests__/AggType.js b/src/ui/public/agg_types/__tests__/AggType.js
index 2f3e37f317977..8e2e0c13da1d7 100644
--- a/src/ui/public/agg_types/__tests__/AggType.js
+++ b/src/ui/public/agg_types/__tests__/AggType.js
@@ -128,6 +128,17 @@ describe('AggType Class', function () {
           });
 
           expect(aggType.params).to.be.an(AggParams);
+          expect(aggType.params.length).to.be(2);
+          expect(aggType.params[0].name).to.be('json');
+          expect(aggType.params[1].name).to.be('customLabel');
+        });
+
+        it('can disable customLabel', function () {
+          var aggType = new AggType({
+            name: 'smart agg',
+            customLabels: false
+          });
+
           expect(aggType.params.length).to.be(1);
           expect(aggType.params[0].name).to.be('json');
         });
@@ -137,7 +148,7 @@ describe('AggType Class', function () {
             {name: 'one'},
             {name: 'two'}
           ];
-          var paramLength = params.length + 1; // json is always appended
+          var paramLength = params.length + 2; // json and custom label are always appended
 
           var aggType = new AggType({
             name: 'bucketeer',
diff --git a/src/ui/public/agg_types/buckets/filters.js b/src/ui/public/agg_types/buckets/filters.js
index 4acee45b705f7..07d9fffe22687 100644
--- a/src/ui/public/agg_types/buckets/filters.js
+++ b/src/ui/public/agg_types/buckets/filters.js
@@ -11,6 +11,7 @@ define(function (require) {
       name: 'filters',
       title: 'Filters',
       createFilter: createFilter,
+      customLabels: false,
       params: [
         {
           name: 'filters',