diff --git a/docs/packaging.md b/docs/packaging.md
index 86ba81e..b750db6 100755
--- a/docs/packaging.md
+++ b/docs/packaging.md
@@ -26,21 +26,84 @@
 | <a id="py_package-packages"></a>packages |  List of Python packages to include in the distribution. Sub-packages are automatically included.   | List of strings | optional | <code>[]</code> |
 
 
+<a id="py_wheel_rule"></a>
+
+## py_wheel_rule
+
+<pre>
+py_wheel_rule(<a href="#py_wheel_rule-name">name</a>, <a href="#py_wheel_rule-abi">abi</a>, <a href="#py_wheel_rule-author">author</a>, <a href="#py_wheel_rule-author_email">author_email</a>, <a href="#py_wheel_rule-classifiers">classifiers</a>, <a href="#py_wheel_rule-console_scripts">console_scripts</a>, <a href="#py_wheel_rule-deps">deps</a>, <a href="#py_wheel_rule-description_file">description_file</a>,
+              <a href="#py_wheel_rule-distribution">distribution</a>, <a href="#py_wheel_rule-entry_points">entry_points</a>, <a href="#py_wheel_rule-extra_distinfo_files">extra_distinfo_files</a>, <a href="#py_wheel_rule-extra_requires">extra_requires</a>, <a href="#py_wheel_rule-homepage">homepage</a>, <a href="#py_wheel_rule-license">license</a>,
+              <a href="#py_wheel_rule-platform">platform</a>, <a href="#py_wheel_rule-python_requires">python_requires</a>, <a href="#py_wheel_rule-python_tag">python_tag</a>, <a href="#py_wheel_rule-requires">requires</a>, <a href="#py_wheel_rule-stamp">stamp</a>, <a href="#py_wheel_rule-strip_path_prefixes">strip_path_prefixes</a>, <a href="#py_wheel_rule-version">version</a>)
+</pre>
+
+Internal rule used by the [py_wheel macro](/docs/packaging.md#py_wheel).
+
+These intentionally have the same name to avoid sharp edges with Bazel macros.
+For example, a `bazel query` for a user's `py_wheel` macro expands to `py_wheel` targets,
+in the way they expect.
+
+
+**ATTRIBUTES**
+
+
+| Name  | Description | Type | Mandatory | Default |
+| :------------- | :------------- | :------------- | :------------- | :------------- |
+| <a id="py_wheel_rule-name"></a>name |  A unique name for this target.   | <a href="https://bazel.build/concepts/labels#target-names">Name</a> | required |  |
+| <a id="py_wheel_rule-abi"></a>abi |  Python ABI tag. 'none' for pure-Python wheels.   | String | optional | <code>"none"</code> |
+| <a id="py_wheel_rule-author"></a>author |  A string specifying the author of the package.   | String | optional | <code>""</code> |
+| <a id="py_wheel_rule-author_email"></a>author_email |  A string specifying the email address of the package author.   | String | optional | <code>""</code> |
+| <a id="py_wheel_rule-classifiers"></a>classifiers |  A list of strings describing the categories for the package. For valid classifiers see https://pypi.org/classifiers   | List of strings | optional | <code>[]</code> |
+| <a id="py_wheel_rule-console_scripts"></a>console_scripts |  Deprecated console_script entry points, e.g. <code>{'main': 'examples.wheel.main:main'}</code>.<br><br>Deprecated: prefer the <code>entry_points</code> attribute, which supports <code>console_scripts</code> as well as other entry points.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> String</a> | optional | <code>{}</code> |
+| <a id="py_wheel_rule-deps"></a>deps |  Targets to be included in the distribution.<br><br>The targets to package are usually <code>py_library</code> rules or filesets (for packaging data files).<br><br>Note it's usually better to package <code>py_library</code> targets and use <code>entry_points</code> attribute to specify <code>console_scripts</code> than to package <code>py_binary</code> rules. <code>py_binary</code> targets would wrap a executable script that tries to locate <code>.runfiles</code> directory which is not packaged in the wheel.   | <a href="https://bazel.build/concepts/labels">List of labels</a> | optional | <code>[]</code> |
+| <a id="py_wheel_rule-description_file"></a>description_file |  A file containing text describing the package.   | <a href="https://bazel.build/concepts/labels">Label</a> | optional | <code>None</code> |
+| <a id="py_wheel_rule-distribution"></a>distribution |  Name of the distribution.<br><br>This should match the project name onm PyPI. It's also the name that is used to refer to the package in other packages' dependencies.   | String | required |  |
+| <a id="py_wheel_rule-entry_points"></a>entry_points |  entry_points, e.g. <code>{'console_scripts': ['main = examples.wheel.main:main']}</code>.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> List of strings</a> | optional | <code>{}</code> |
+| <a id="py_wheel_rule-extra_distinfo_files"></a>extra_distinfo_files |  Extra files to add to distinfo directory in the archive.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: Label -> String</a> | optional | <code>{}</code> |
+| <a id="py_wheel_rule-extra_requires"></a>extra_requires |  List of optional requirements for this package   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> List of strings</a> | optional | <code>{}</code> |
+| <a id="py_wheel_rule-homepage"></a>homepage |  A string specifying the URL for the package homepage.   | String | optional | <code>""</code> |
+| <a id="py_wheel_rule-license"></a>license |  A string specifying the license of the package.   | String | optional | <code>""</code> |
+| <a id="py_wheel_rule-platform"></a>platform |  Supported platform. Use 'any' for pure-Python wheel.<br><br>If you have included platform-specific data, such as a .pyd or .so extension module, you will need to specify the platform in standard pip format. If you support multiple platforms, you can define platform constraints, then use a select() to specify the appropriate specifier, eg:<br><br><code> platform = select({     "//platforms:windows_x86_64": "win_amd64",     "//platforms:macos_x86_64": "macosx_10_7_x86_64",     "//platforms:linux_x86_64": "manylinux2014_x86_64", }) </code>   | String | optional | <code>"any"</code> |
+| <a id="py_wheel_rule-python_requires"></a>python_requires |  Python versions required by this distribution, e.g. '&gt;=3.5,&lt;3.7'   | String | optional | <code>""</code> |
+| <a id="py_wheel_rule-python_tag"></a>python_tag |  Supported Python version(s), eg <code>py3</code>, <code>cp35.cp36</code>, etc   | String | optional | <code>"py3"</code> |
+| <a id="py_wheel_rule-requires"></a>requires |  List of requirements for this package. See the section on [Declaring required dependency](https://setuptools.readthedocs.io/en/latest/userguide/dependency_management.html#declaring-dependencies) for details and examples of the format of this argument.   | List of strings | optional | <code>[]</code> |
+| <a id="py_wheel_rule-stamp"></a>stamp |  Whether to encode build information into the wheel. Possible values:<br><br>- <code>stamp = 1</code>: Always stamp the build information into the wheel, even in [--nostamp](https://docs.bazel.build/versions/main/user-manual.html#flag--stamp) builds. This setting should be avoided, since it potentially kills remote caching for the target and any downstream actions that depend on it.<br><br>- <code>stamp = 0</code>: Always replace build information by constant values. This gives good build result caching.<br><br>- <code>stamp = -1</code>: Embedding of build information is controlled by the [--[no]stamp](https://docs.bazel.build/versions/main/user-manual.html#flag--stamp) flag.<br><br>Stamped targets are not rebuilt unless their dependencies change.   | Integer | optional | <code>-1</code> |
+| <a id="py_wheel_rule-strip_path_prefixes"></a>strip_path_prefixes |  path prefixes to strip from files added to the generated package   | List of strings | optional | <code>[]</code> |
+| <a id="py_wheel_rule-version"></a>version |  Version number of the package. Note that this attribute supports stamp format strings (eg. <code>1.2.3-{BUILD_TIMESTAMP}</code>) as well as 'make variables' (e.g. <code>1.2.3-$(VERSION)</code>).   | String | required |  |
+
+
+<a id="PyWheelInfo"></a>
+
+## PyWheelInfo
+
+<pre>
+PyWheelInfo(<a href="#PyWheelInfo-name_file">name_file</a>, <a href="#PyWheelInfo-wheel">wheel</a>)
+</pre>
+
+Information about a wheel produced by `py_wheel`
+
+**FIELDS**
+
+
+| Name  | Description |
+| :------------- | :------------- |
+| <a id="PyWheelInfo-name_file"></a>name_file |  File: A file containing the canonical name of the wheel (after stamping, if enabled).    |
+| <a id="PyWheelInfo-wheel"></a>wheel |  File: The wheel file itself.    |
+
+
 <a id="py_wheel"></a>
 
 ## py_wheel
 
 <pre>
-py_wheel(<a href="#py_wheel-name">name</a>, <a href="#py_wheel-abi">abi</a>, <a href="#py_wheel-author">author</a>, <a href="#py_wheel-author_email">author_email</a>, <a href="#py_wheel-classifiers">classifiers</a>, <a href="#py_wheel-console_scripts">console_scripts</a>, <a href="#py_wheel-deps">deps</a>, <a href="#py_wheel-description_file">description_file</a>,
-         <a href="#py_wheel-distribution">distribution</a>, <a href="#py_wheel-entry_points">entry_points</a>, <a href="#py_wheel-extra_distinfo_files">extra_distinfo_files</a>, <a href="#py_wheel-extra_requires">extra_requires</a>, <a href="#py_wheel-homepage">homepage</a>, <a href="#py_wheel-license">license</a>,
-         <a href="#py_wheel-platform">platform</a>, <a href="#py_wheel-python_requires">python_requires</a>, <a href="#py_wheel-python_tag">python_tag</a>, <a href="#py_wheel-requires">requires</a>, <a href="#py_wheel-stamp">stamp</a>, <a href="#py_wheel-strip_path_prefixes">strip_path_prefixes</a>, <a href="#py_wheel-version">version</a>)
+py_wheel(<a href="#py_wheel-name">name</a>, <a href="#py_wheel-kwargs">kwargs</a>)
 </pre>
 
-A rule for building Python Wheels.
+Builds a Python Wheel.
 
 Wheels are Python distribution format defined in https://www.python.org/dev/peps/pep-0427/.
 
-This rule packages a set of targets into a single wheel.
+This macro packages a set of targets into a single wheel.
+It wraps the [py_wheel rule](#py_wheel_rule).
 
 Currently only pure-python wheels are supported.
 
@@ -80,50 +143,12 @@
 ```
 
 
-**ATTRIBUTES**
+**PARAMETERS**
 
 
-| Name  | Description | Type | Mandatory | Default |
-| :------------- | :------------- | :------------- | :------------- | :------------- |
-| <a id="py_wheel-name"></a>name |  A unique name for this target.   | <a href="https://bazel.build/concepts/labels#target-names">Name</a> | required |  |
-| <a id="py_wheel-abi"></a>abi |  Python ABI tag. 'none' for pure-Python wheels.   | String | optional | <code>"none"</code> |
-| <a id="py_wheel-author"></a>author |  A string specifying the author of the package.   | String | optional | <code>""</code> |
-| <a id="py_wheel-author_email"></a>author_email |  A string specifying the email address of the package author.   | String | optional | <code>""</code> |
-| <a id="py_wheel-classifiers"></a>classifiers |  A list of strings describing the categories for the package. For valid classifiers see https://pypi.org/classifiers   | List of strings | optional | <code>[]</code> |
-| <a id="py_wheel-console_scripts"></a>console_scripts |  Deprecated console_script entry points, e.g. <code>{'main': 'examples.wheel.main:main'}</code>.<br><br>Deprecated: prefer the <code>entry_points</code> attribute, which supports <code>console_scripts</code> as well as other entry points.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> String</a> | optional | <code>{}</code> |
-| <a id="py_wheel-deps"></a>deps |  Targets to be included in the distribution.<br><br>The targets to package are usually <code>py_library</code> rules or filesets (for packaging data files).<br><br>Note it's usually better to package <code>py_library</code> targets and use <code>entry_points</code> attribute to specify <code>console_scripts</code> than to package <code>py_binary</code> rules. <code>py_binary</code> targets would wrap a executable script that tries to locate <code>.runfiles</code> directory which is not packaged in the wheel.   | <a href="https://bazel.build/concepts/labels">List of labels</a> | optional | <code>[]</code> |
-| <a id="py_wheel-description_file"></a>description_file |  A file containing text describing the package.   | <a href="https://bazel.build/concepts/labels">Label</a> | optional | <code>None</code> |
-| <a id="py_wheel-distribution"></a>distribution |  Name of the distribution.<br><br>This should match the project name onm PyPI. It's also the name that is used to refer to the package in other packages' dependencies.   | String | required |  |
-| <a id="py_wheel-entry_points"></a>entry_points |  entry_points, e.g. <code>{'console_scripts': ['main = examples.wheel.main:main']}</code>.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> List of strings</a> | optional | <code>{}</code> |
-| <a id="py_wheel-extra_distinfo_files"></a>extra_distinfo_files |  Extra files to add to distinfo directory in the archive.   | <a href="https://bazel.build/rules/lib/dict">Dictionary: Label -> String</a> | optional | <code>{}</code> |
-| <a id="py_wheel-extra_requires"></a>extra_requires |  List of optional requirements for this package   | <a href="https://bazel.build/rules/lib/dict">Dictionary: String -> List of strings</a> | optional | <code>{}</code> |
-| <a id="py_wheel-homepage"></a>homepage |  A string specifying the URL for the package homepage.   | String | optional | <code>""</code> |
-| <a id="py_wheel-license"></a>license |  A string specifying the license of the package.   | String | optional | <code>""</code> |
-| <a id="py_wheel-platform"></a>platform |  Supported platform. Use 'any' for pure-Python wheel.<br><br>If you have included platform-specific data, such as a .pyd or .so extension module, you will need to specify the platform in standard pip format. If you support multiple platforms, you can define platform constraints, then use a select() to specify the appropriate specifier, eg:<br><br><code> platform = select({     "//platforms:windows_x86_64": "win_amd64",     "//platforms:macos_x86_64": "macosx_10_7_x86_64",     "//platforms:linux_x86_64": "manylinux2014_x86_64", }) </code>   | String | optional | <code>"any"</code> |
-| <a id="py_wheel-python_requires"></a>python_requires |  Python versions required by this distribution, e.g. '&gt;=3.5,&lt;3.7'   | String | optional | <code>""</code> |
-| <a id="py_wheel-python_tag"></a>python_tag |  Supported Python version(s), eg <code>py3</code>, <code>cp35.cp36</code>, etc   | String | optional | <code>"py3"</code> |
-| <a id="py_wheel-requires"></a>requires |  List of requirements for this package. See the section on [Declaring required dependency](https://setuptools.readthedocs.io/en/latest/userguide/dependency_management.html#declaring-dependencies) for details and examples of the format of this argument.   | List of strings | optional | <code>[]</code> |
-| <a id="py_wheel-stamp"></a>stamp |  Whether to encode build information into the wheel. Possible values:<br><br>- <code>stamp = 1</code>: Always stamp the build information into the wheel, even in [--nostamp](https://docs.bazel.build/versions/main/user-manual.html#flag--stamp) builds. This setting should be avoided, since it potentially kills remote caching for the target and any downstream actions that depend on it.<br><br>- <code>stamp = 0</code>: Always replace build information by constant values. This gives good build result caching.<br><br>- <code>stamp = -1</code>: Embedding of build information is controlled by the [--[no]stamp](https://docs.bazel.build/versions/main/user-manual.html#flag--stamp) flag.<br><br>Stamped targets are not rebuilt unless their dependencies change.   | Integer | optional | <code>-1</code> |
-| <a id="py_wheel-strip_path_prefixes"></a>strip_path_prefixes |  path prefixes to strip from files added to the generated package   | List of strings | optional | <code>[]</code> |
-| <a id="py_wheel-version"></a>version |  Version number of the package. Note that this attribute supports stamp format strings (eg. <code>1.2.3-{BUILD_TIMESTAMP}</code>) as well as 'make variables' (e.g. <code>1.2.3-$(VERSION)</code>).   | String | required |  |
-
-
-<a id="PyWheelInfo"></a>
-
-## PyWheelInfo
-
-<pre>
-PyWheelInfo(<a href="#PyWheelInfo-name_file">name_file</a>, <a href="#PyWheelInfo-wheel">wheel</a>)
-</pre>
-
-Information about a wheel produced by `py_wheel`
-
-**FIELDS**
-
-
-| Name  | Description |
-| :------------- | :------------- |
-| <a id="PyWheelInfo-name_file"></a>name_file |  File: A file containing the canonical name of the wheel (after stamping, if enabled).    |
-| <a id="PyWheelInfo-wheel"></a>wheel |  File: The wheel file itself.    |
+| Name  | Description | Default Value |
+| :------------- | :------------- | :------------- |
+| <a id="py_wheel-name"></a>name |  A unique name for this target.   |  none |
+| <a id="py_wheel-kwargs"></a>kwargs |  other named parameters passed to the underlying [py_wheel rule](#py_wheel_rule)   |  none |
 
 
diff --git a/python/packaging.bzl b/python/packaging.bzl
index 763d7c5..3b0b016 100644
--- a/python/packaging.bzl
+++ b/python/packaging.bzl
@@ -15,7 +15,7 @@
 """Public API for for building wheels."""
 
 load("//python/private:py_package.bzl", "py_package_lib")
-load("//python/private:py_wheel.bzl", "py_wheel_lib", _PyWheelInfo = "PyWheelInfo")
+load("//python/private:py_wheel.bzl", _PyWheelInfo = "PyWheelInfo", _py_wheel = "py_wheel")
 
 # Re-export as public API
 PyWheelInfo = _PyWheelInfo
@@ -31,51 +31,64 @@
     attrs = py_package_lib.attrs,
 )
 
-py_wheel = rule(
-    implementation = py_wheel_lib.implementation,
-    doc = """\
-A rule for building Python Wheels.
+def py_wheel(name, **kwargs):
+    """Builds a Python Wheel.
 
-Wheels are Python distribution format defined in https://www.python.org/dev/peps/pep-0427/.
+    Wheels are Python distribution format defined in https://www.python.org/dev/peps/pep-0427/.
 
-This rule packages a set of targets into a single wheel.
+    This macro packages a set of targets into a single wheel.
+    It wraps the [py_wheel rule](#py_wheel_rule).
 
-Currently only pure-python wheels are supported.
+    Currently only pure-python wheels are supported.
 
-Examples:
+    Examples:
 
-```python
-# Package some specific py_library targets, without their dependencies
-py_wheel(
-    name = "minimal_with_py_library",
-    # Package data. We're building "example_minimal_library-0.0.1-py3-none-any.whl"
-    distribution = "example_minimal_library",
-    python_tag = "py3",
-    version = "0.0.1",
-    deps = [
-        "//examples/wheel/lib:module_with_data",
-        "//examples/wheel/lib:simple_module",
-    ],
-)
+    ```python
+    # Package some specific py_library targets, without their dependencies
+    py_wheel(
+        name = "minimal_with_py_library",
+        # Package data. We're building "example_minimal_library-0.0.1-py3-none-any.whl"
+        distribution = "example_minimal_library",
+        python_tag = "py3",
+        version = "0.0.1",
+        deps = [
+            "//examples/wheel/lib:module_with_data",
+            "//examples/wheel/lib:simple_module",
+        ],
+    )
 
-# Use py_package to collect all transitive dependencies of a target,
-# selecting just the files within a specific python package.
-py_package(
-    name = "example_pkg",
-    # Only include these Python packages.
-    packages = ["examples.wheel"],
-    deps = [":main"],
-)
+    # Use py_package to collect all transitive dependencies of a target,
+    # selecting just the files within a specific python package.
+    py_package(
+        name = "example_pkg",
+        # Only include these Python packages.
+        packages = ["examples.wheel"],
+        deps = [":main"],
+    )
 
-py_wheel(
-    name = "minimal_with_py_package",
-    # Package data. We're building "example_minimal_package-0.0.1-py3-none-any.whl"
-    distribution = "example_minimal_package",
-    python_tag = "py3",
-    version = "0.0.1",
-    deps = [":example_pkg"],
-)
-```
-""",
-    attrs = py_wheel_lib.attrs,
-)
+    py_wheel(
+        name = "minimal_with_py_package",
+        # Package data. We're building "example_minimal_package-0.0.1-py3-none-any.whl"
+        distribution = "example_minimal_package",
+        python_tag = "py3",
+        version = "0.0.1",
+        deps = [":example_pkg"],
+    )
+    ```
+
+    Args:
+        name:  A unique name for this target.
+        **kwargs: other named parameters passed to the underlying [py_wheel rule](#py_wheel_rule)
+    """
+    _py_wheel(name = name, **kwargs)
+
+    # TODO(alexeagle): produce an executable target like this:
+    # py_publish_wheel(
+    #     name = "{}.publish".format(name),
+    #     wheel = name,
+    #     # Optional: override the label for a py_binary that runs twine
+    #     # https://twine.readthedocs.io/en/stable/
+    #     twine_bin = "//path/to:twine",
+    # )
+
+py_wheel_rule = _py_wheel
diff --git a/python/private/py_wheel.bzl b/python/private/py_wheel.bzl
index 6d2c9b3..b2ecce9 100644
--- a/python/private/py_wheel.bzl
+++ b/python/private/py_wheel.bzl
@@ -357,3 +357,15 @@
         _other_attrs,
     ),
 )
+
+py_wheel = rule(
+    implementation = py_wheel_lib.implementation,
+    doc = """\
+Internal rule used by the [py_wheel macro](/docs/packaging.md#py_wheel).
+
+These intentionally have the same name to avoid sharp edges with Bazel macros.
+For example, a `bazel query` for a user's `py_wheel` macro expands to `py_wheel` targets,
+in the way they expect.
+""",
+    attrs = py_wheel_lib.attrs,
+)