diff --git a/.github/ISSUE_TEMPLATE/v8_breaking_change.md b/.github/ISSUE_TEMPLATE/v8_breaking_change.md
index 9361cf7a52b65..8ef570947dd41 100644
--- a/.github/ISSUE_TEMPLATE/v8_breaking_change.md
+++ b/.github/ISSUE_TEMPLATE/v8_breaking_change.md
@@ -37,7 +37,7 @@ changes to Upgrade Assistant itself, please tag Team:Elasticsearch UI.
 
 **Are there any edge cases?**
 
-**[For Kibana deprecations] Can the change be registered with the [Kibana deprecation service](https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.deprecationsservicesetup.md)?**
+**[For Kibana deprecations] Can the change be registered with the [Kibana deprecation service](https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.deprecationsservicesetup.md)?**
 
 <!-- The deprecation service is consumed by the Upgrade Assistant to surface Kibana deprecations.
   It provides a way for Kibana deprecations to be resolved automatically via an API
diff --git a/.github/PULL_REQUEST_TEMPLATE.md b/.github/PULL_REQUEST_TEMPLATE.md
index 1ea9e5a5a75bc..5974a1ee9a58a 100644
--- a/.github/PULL_REQUEST_TEMPLATE.md
+++ b/.github/PULL_REQUEST_TEMPLATE.md
@@ -7,12 +7,12 @@ Summarize your PR. If it involves visual changes include a screenshot or gif.
 
 Delete any items that are not applicable to this PR.
 
-- [ ] Any text added follows [EUI's writing guidelines](https://elastic.github.io/eui/#/guidelines/writing), uses sentence case text and includes [i18n support](https://github.com/elastic/kibana/blob/master/packages/kbn-i18n/README.md)
+- [ ] Any text added follows [EUI's writing guidelines](https://elastic.github.io/eui/#/guidelines/writing), uses sentence case text and includes [i18n support](https://github.com/elastic/kibana/blob/main/packages/kbn-i18n/README.md)
 - [ ] [Documentation](https://www.elastic.co/guide/en/kibana/master/development-documentation.html) was added for features that require explanation or tutorials
 - [ ] [Unit or functional tests](https://www.elastic.co/guide/en/kibana/master/development-tests.html) were updated or added to match the most common scenarios
 - [ ] Any UI touched in this PR is usable by keyboard only (learn more about [keyboard accessibility](https://webaim.org/techniques/keyboard/))
 - [ ] Any UI touched in this PR does not create any new axe failures (run axe in browser: [FF](https://addons.mozilla.org/en-US/firefox/addon/axe-devtools/), [Chrome](https://chrome.google.com/webstore/detail/axe-web-accessibility-tes/lhdoppojpmngadmnindnejefpokejbdd?hl=en-US))
-- [ ] If a plugin configuration key changed, check if it needs to be allowlisted in the cloud and added to the [docker list](https://github.com/elastic/kibana/blob/master/src/dev/build/tasks/os_packages/docker_generator/resources/base/bin/kibana-docker)
+- [ ] If a plugin configuration key changed, check if it needs to be allowlisted in the cloud and added to the [docker list](https://github.com/elastic/kibana/blob/main/src/dev/build/tasks/os_packages/docker_generator/resources/base/bin/kibana-docker)
 - [ ] This renders correctly on smaller devices using a responsive layout. (You can test this [in your browser](https://www.browserstack.com/guide/responsive-testing-on-local-server))
 - [ ] This was checked for [cross-browser compatibility](https://www.elastic.co/support/matrix#matrix_browsers)
 
@@ -30,7 +30,7 @@ When forming the risk matrix, consider some of the following examples and how th
 | Multiple Spaces&mdash;unexpected behavior in non-default Kibana Space. | Low | High | Integration tests will verify that all features are still supported in non-default Kibana Space and when user switches between spaces. |
 | Multiple nodes&mdash;Elasticsearch polling might have race conditions when multiple Kibana nodes are polling for the same tasks. | High | Low | Tasks are idempotent, so executing them multiple times will not result in logical error, but will degrade performance. To test for this case we add plenty of unit tests around this logic and document manual testing procedure. |
 | Code should gracefully handle cases when feature X or plugin Y are disabled. | Medium | High | Unit tests will verify that any feature flag or plugin combination still results in our service operational. |
-| [See more potential risk examples](https://github.com/elastic/kibana/blob/master/RISK_MATRIX.mdx) |
+| [See more potential risk examples](https://github.com/elastic/kibana/blob/main/RISK_MATRIX.mdx) |
 
 
 ### For maintainers
diff --git a/STYLEGUIDE.mdx b/STYLEGUIDE.mdx
index 56117d0fd7e59..13d8e1b96b3d7 100644
--- a/STYLEGUIDE.mdx
+++ b/STYLEGUIDE.mdx
@@ -210,7 +210,7 @@ less likely to introduce bugs in the future due to insufficient types.
 
 If you’re not having `any` in your plugin or are starting a new plugin, you should enable the
 [`@typescript-eslint/no-explicit-any`](https://github.com/typescript-eslint/typescript-eslint/blob/master/packages/eslint-plugin/docs/rules/no-explicit-any.md)
-linting rule for your plugin via the [`.eslintrc.js`](https://github.com/elastic/kibana/blob/master/.eslintrc.js) config.
+linting rule for your plugin via the [`.eslintrc.js`](https://github.com/elastic/kibana/blob/main/.eslintrc.js) config.
 
 ### Avoid non-null assertions
 
@@ -229,7 +229,7 @@ assertion would now wrongly disable proper type checking for us.
 
 If you’re not using non-null assertions in your plugin or are starting a new plugin, consider enabling the
 [`@typescript-eslint/no-non-null-assertion`](https://github.com/typescript-eslint/typescript-eslint/blob/master/packages/eslint-plugin/docs/rules/no-non-null-assertion.md)
-linting rule for you plugin in the [`.eslintrc.js`](https://github.com/elastic/kibana/blob/master/.eslintrc.js) config.
+linting rule for you plugin in the [`.eslintrc.js`](https://github.com/elastic/kibana/blob/main/.eslintrc.js) config.
 
 ### Return/throw early from functions
 
diff --git a/dev_docs/api_welcome.mdx b/dev_docs/api_welcome.mdx
index 4dd0a1484c850..cca911cc6cdd0 100644
--- a/dev_docs/api_welcome.mdx
+++ b/dev_docs/api_welcome.mdx
@@ -12,7 +12,7 @@ documentation for every plugin that exposes a <DocLink id="kibPlatformIntro" sec
 
 <DocCallOut color="warning" title="Experimental">
 This documentation is being automatically generated using an
- [_experimental_ system](https://github.com/elastic/kibana/blob/master/rfcs/text/0014_api_documentation.md). That means
+ [_experimental_ system](https://github.com/elastic/kibana/blob/main/rfcs/text/0014_api_documentation.md). That means
  it may be removed or modified at any time. If you have any questions, feedback or concerns, please create an issue using
   the label `APIDocs`, or reach out to the Kibana Tech Leads
  who are temporarily owning and maintaining this system.
@@ -46,7 +46,7 @@ the instructions <DocLink id="docsSetup" section="configure-the-nav-for-your-con
 configure the navigation menu.  The nav file you need to
  edit is: [https://github.com/elastic/elastic-docs/blob/master/config/nav-kibana-dev.ts](https://github.com/elastic/elastic-docs/blob/master/config/nav-kibana-dev.ts)
 
-Your API docs will exist in the top level [`api_docs` folder](https://github.com/elastic/kibana/tree/master/api_docs) and will use a doc id of the pattern `kib${PluginName}PluginApi`.
+Your API docs will exist in the top level [`api_docs` folder](https://github.com/elastic/kibana/tree/main/api_docs) and will use a doc id of the pattern `kib${PluginName}PluginApi`.
 
 ### Why is a referenced API item not showing up as clickable?
 
@@ -70,7 +70,7 @@ In the short term, the best thing you can do is avoid deeply nested API items. U
 adding `serviceFolders` in your kibana.json. This will automatically split your docs up based on which APIs are defined within the service folders.
 They will get built into a doc with an id of
 `kib${PluginName}${ServiceName}PluginApi`. The data plugin does this, so you
- can [check that out as an example](https://github.com/elastic/kibana/blob/master/src/plugins/data/kibana.json#L13).
+ can [check that out as an example](https://github.com/elastic/kibana/blob/main/src/plugins/data/kibana.json#L13).
 
  If that isn't the case and you are still experiencing performance issues, please file an issue!
 
diff --git a/dev_docs/contributing/best_practices.mdx b/dev_docs/contributing/best_practices.mdx
index 7b72661c3dfd3..d0ae34155d7eb 100644
--- a/dev_docs/contributing/best_practices.mdx
+++ b/dev_docs/contributing/best_practices.mdx
@@ -29,7 +29,7 @@ Refer to [divio documentation](https://documentation.divio.com/) for guidance on
 
 #### Location
 
-If the information spans multiple plugins, consider adding it to the [dev_docs](https://github.com/elastic/kibana/tree/master/dev_docs) folder. If it is plugin specific, consider adding it inside the plugin folder. Write it in an mdx file if you would like it to show up in our new (beta) documentation system.
+If the information spans multiple plugins, consider adding it to the [dev_docs](https://github.com/elastic/kibana/tree/main/dev_docs) folder. If it is plugin specific, consider adding it inside the plugin folder. Write it in an mdx file if you would like it to show up in our new (beta) documentation system.
 
 <DocCallOut title="internal only">
 
@@ -139,7 +139,7 @@ export type foo: string | AnInterface;
 
 ### Example plugins
 
-Running Kibana with `yarn start --run-examples` will include all [example plugins](https://github.com/elastic/kibana/tree/master/examples). These are tested examples of platform services in use. We strongly encourage anyone providing a platform level service or <DocLink id="kibBuildingBlocks" text="building block"/> to include a tutorial that links to a tested example plugin. This is better than relying on copied code snippets, which can quickly get out of date.
+Running Kibana with `yarn start --run-examples` will include all [example plugins](https://github.com/elastic/kibana/tree/main/examples). These are tested examples of platform services in use. We strongly encourage anyone providing a platform level service or <DocLink id="kibBuildingBlocks" text="building block"/> to include a tutorial that links to a tested example plugin. This is better than relying on copied code snippets, which can quickly get out of date.
 
 ## Performance
 
@@ -165,7 +165,7 @@ all of our apps are accessible.
 
 ## Localization
 
-Kibana is translated into other languages. Use our i18n utilities to ensure your public facing strings will be translated to ensure all Kibana apps are localized. Read and adhere to our [i18n guidelines](https://github.com/elastic/kibana/blob/master/packages/kbn-i18n/GUIDELINE.md)
+Kibana is translated into other languages. Use our i18n utilities to ensure your public facing strings will be translated to ensure all Kibana apps are localized. Read and adhere to our [i18n guidelines](https://github.com/elastic/kibana/blob/main/packages/kbn-i18n/GUIDELINE.md)
 
 <DocCallOut title="Internal only">
   Elasticians, check out the #kibana-localization channel to ask questions and receive guidance.
@@ -173,7 +173,7 @@ Kibana is translated into other languages. Use our i18n utilities to ensure your
 
 ## Styleguide
 
-We use es-lint rules when possible, but please review our [styleguide](https://github.com/elastic/kibana/blob/master/STYLEGUIDE.mdx), which includes recommendations that can't be linted on.
+We use es-lint rules when possible, but please review our [styleguide](https://github.com/elastic/kibana/blob/main/STYLEGUIDE.mdx), which includes recommendations that can't be linted on.
 
 Es-lint overrides on a per-plugin level are discouraged.
 
@@ -231,7 +231,7 @@ Consider how you want to handle the PR review. Reviewing each PR going into the
 
 **3. Use an example plugin**
 
-If you are building a service for developers, create an [example plugin](https://github.com/elastic/kibana/tree/master/examples) to showcase and test intended usage. This is a great way for reviewers and PMs to play around with a feature through the UI, before the production UI is ready. This can also help developers consuming your services get hands on.
+If you are building a service for developers, create an [example plugin](https://github.com/elastic/kibana/tree/main/examples) to showcase and test intended usage. This is a great way for reviewers and PMs to play around with a feature through the UI, before the production UI is ready. This can also help developers consuming your services get hands on.
 
 ## Embrace the monorepo
 
@@ -241,7 +241,7 @@ When experimenting with code, it's completely fine to create a separate GitHub r
 
 There are some exceptions where a separate repo makes sense. However, they are exceptions to the rule. A separate repo has proven beneficial when there's a dedicated team collaborating on a package which has multiple consumers, for example [EUI](https://github.com/elastic/eui).
 
-It may be tempting to get caught up in the dream of writing the next package which is published to npm and downloaded millions of times a week. Knowing the quality of developers that are working on Kibana, this is a real possibility. However, knowing which packages will see mass adoption is impossible to predict. Instead of jumping directly to writing code in a separate repo and accepting all of the complications that come along with it, prefer keeping code inside the Kibana repo. A [Kibana package](https://github.com/elastic/kibana/tree/master/packages) can be used to publish a package to npm, while still keeping the code inside the Kibana repo. Move code to an external repo only when there is a good reason, for example to enable external contributions.
+It may be tempting to get caught up in the dream of writing the next package which is published to npm and downloaded millions of times a week. Knowing the quality of developers that are working on Kibana, this is a real possibility. However, knowing which packages will see mass adoption is impossible to predict. Instead of jumping directly to writing code in a separate repo and accepting all of the complications that come along with it, prefer keeping code inside the Kibana repo. A [Kibana package](https://github.com/elastic/kibana/tree/main/packages) can be used to publish a package to npm, while still keeping the code inside the Kibana repo. Move code to an external repo only when there is a good reason, for example to enable external contributions.
 
 ## Security best practices
 
diff --git a/dev_docs/contributing/code_walkthrough.mdx b/dev_docs/contributing/code_walkthrough.mdx
index 47eb05a95c424..62965add07578 100644
--- a/dev_docs/contributing/code_walkthrough.mdx
+++ b/dev_docs/contributing/code_walkthrough.mdx
@@ -11,59 +11,59 @@ A high-level walk through of the folder structure of our [repository](https://gi
 
 Tip: Look for a `README.md` in a folder to learn about its contents.
 
-## [.buildkite](https://github.com/elastic/kibana/tree/master/.buildkite)
+## [.buildkite](https://github.com/elastic/kibana/tree/main/.buildkite)
 
 Managed by the operations team to set up a new buildkite ci system. Can be ignored by folks outside the Operations team.
 
-## [.ci](https://github.com/elastic/kibana/tree/master/.ci) 
+## [.ci](https://github.com/elastic/kibana/tree/main/.ci) 
 
 Managed by the operations team to contain Jenkins settings. Can be ignored by folks outside the Operations team.
 
-## [.github](https://github.com/elastic/kibana/tree/master/.github)
+## [.github](https://github.com/elastic/kibana/tree/main/.github)
 
-Contains GitHub configuration settings. This file contains issue templates, and the [CODEOWNERS](https://github.com/elastic/kibana/blob/master/.github/CODEOWNERS) file. It's important for teams to keep the CODEOWNERS file up-to-date so the right team is pinged for a code owner review on PRs that edit certain files. Note that the `CODEOWNERS` file only exists on the main/master branch, and is not backported to other branches in the repo.
+Contains GitHub configuration settings. This file contains issue templates, and the [CODEOWNERS](https://github.com/elastic/kibana/blob/main/.github/CODEOWNERS) file. It's important for teams to keep the CODEOWNERS file up-to-date so the right team is pinged for a code owner review on PRs that edit certain files. Note that the `CODEOWNERS` file only exists on the main/master branch, and is not backported to other branches in the repo.
 
-## [api_docs](https://github.com/elastic/kibana/tree/master/api_docs)
+## [api_docs](https://github.com/elastic/kibana/tree/main/api_docs)
 
 Every file in here is auto-generated by the <DocLink id="kibDevDocsApiWelcome" text="API Docs system"/> and used to render our API documentation. If you edit a public plugin or package API and run `node scripts/build_api_docs` you will see files changed in this folder. Do not edit the contents of this folder directly!
 
 Note that currently you may see _a lot_ of changes because that command is not run on every PR and so the content in this folder is often outdated.
 
-## [config](https://github.com/elastic/kibana/tree/master/config)
+## [config](https://github.com/elastic/kibana/tree/main/config)
 
 This contains the base configuration file, `kibana.yml`. If you want to tweak any settings, create a `kibana.dev.yml` in here which will get picked up during development, and not checked into GitHub.
 
-## [docs](https://github.com/elastic/kibana/tree/master/docs)
+## [docs](https://github.com/elastic/kibana/tree/main/docs)
 
-Every folder in here _except_ the [development one](https://github.com/elastic/kibana/tree/master/docs/development) contains manually generated asciidocs that end up hosted in our [Elastic guide](https://www.elastic.co/guide/).
+Every folder in here _except_ the [development one](https://github.com/elastic/kibana/tree/main/docs/development) contains manually generated asciidocs that end up hosted in our [Elastic guide](https://www.elastic.co/guide/).
 
 The `development` folder contains markdown that is auto-generated with our legacy API docs tool. We are aiming to remove it shortly after 8.0FF.
 
-## [dev_docs](https://github.com/elastic/kibana/tree/master/dev_docs)
+## [dev_docs](https://github.com/elastic/kibana/tree/main/dev_docs)
 
 This is where a lot of manually written content for our Developer Guide resides. Developers may also keep the information closer to what it's describing, but it's a good spot for high-level information, or information that describes how multiple plugins work together.
 
-## [examples](https://github.com/elastic/kibana/tree/master/examples)
+## [examples](https://github.com/elastic/kibana/tree/main/examples)
 
 These are our tested example plugins that also get built and hosted [here](https://demo.kibana.dev/8.0/app/developerExamples). If a plugin is written for testing purposes only, it won't go in here. These example plugins should be written with the intention of helping developers understand how to use our services.
 
-## [legacy_rfcs](https://github.com/elastic/kibana/tree/master/legacy_rfcs)
+## [legacy_rfcs](https://github.com/elastic/kibana/tree/main/legacy_rfcs)
 
 We used to write RFCs in `md` format and keep them in the repository, but we have since moved to Google Docs. We kept the folder around, since some folks still read these old docs. If you are an internal contributor you can visit <DocLink id="ktRFCProcess" text="this document"/> to read about our current RFC process.
 
-## [licenses](https://github.com/elastic/kibana/tree/master/licenses)
+## [licenses](https://github.com/elastic/kibana/tree/main/licenses)
 
 Contains our two license header texts, one for the Elastic license and one for the Elastic+SSPL license. All code files inside x-pack should have the Elastic license text at the top, all code files outside x-pack should contain the other. If you have your environment set up to auto-fix on save, eslint should take care of adding it for you. If you don't have it, ci will fail. Can be ignored for the most part, this rarely changes.
 
-## [packages](https://github.com/elastic/kibana/tree/master/packages)
+## [packages](https://github.com/elastic/kibana/tree/main/packages)
 
-The packages folder contains a mixture of build-time related code (like the [code needed to build the api docs](https://github.com/elastic/kibana/tree/master/packages/kbn-docs-utils)), as well as static code that some plugins rely on (like the [kbn-monaco package](https://github.com/elastic/kibana/tree/master/packages/kbn-monaco)). <DocLink id="kibPlatformIntro" section="1000-foot-view" text="This document"/> covers how packages differ from plugins.
+The packages folder contains a mixture of build-time related code (like the [code needed to build the api docs](https://github.com/elastic/kibana/tree/main/packages/kbn-docs-utils)), as well as static code that some plugins rely on (like the [kbn-monaco package](https://github.com/elastic/kibana/tree/main/packages/kbn-monaco)). <DocLink id="kibPlatformIntro" section="1000-foot-view" text="This document"/> covers how packages differ from plugins.
 
-## [plugins](https://github.com/elastic/kibana/tree/master/plugins)
+## [plugins](https://github.com/elastic/kibana/tree/main/plugins)
 
 This is an empty folder in GitHub. It's where third party developers should put their plugin folders. Internal developers can ignore this folder.
 
-## [scripts](https://github.com/elastic/kibana/tree/master/scripts)
+## [scripts](https://github.com/elastic/kibana/tree/main/scripts)
 
 Contains a bunch of developer scripts. These are usually very small files with just two lines that kick off a command, the logic of which resides elsewhere (sometimes `src/dev`, sometimes inside `packages`).
 Example:
@@ -72,65 +72,65 @@ require('../src/setup_node_env');
 require('@kbn/es-archiver').runCli();
 ```
 
-## [src](https://github.com/elastic/kibana/tree/master/src)
+## [src](https://github.com/elastic/kibana/tree/main/src)
 
 This folder and the packages folder contain the most code and where developers usually find themselves. I'll touch on a few of the subfolder, the rest can generally be ignored, or are build/ops related code.
 
-### [src/cli*](https://github.com/elastic/kibana/tree/master/src/cli)
+### [src/cli*](https://github.com/elastic/kibana/tree/main/src/cli)
 
 Maintained primarily by the Operations team, this folder contains code that initializes the Kibana runtime and a bit of work to handle authorization for interactive setup mode.  Most devs should be able to ignore this code.
 
-### [src/core](https://github.com/elastic/kibana/tree/master/src/core)
+### [src/core](https://github.com/elastic/kibana/tree/main/src/core)
 
 This code primarily belongs to the Core team and contains the plugin infrastructure, as well as a bunch of fundamental services like migrations, saved objects, and some UI utilities (toasts, flyouts, etc.).
 
-### [src/dev](https://github.com/elastic/kibana/tree/master/src/dev)
+### [src/dev](https://github.com/elastic/kibana/tree/main/src/dev)
 
 Maintained by the Operations team, this code contains build and development tooling related code. This folder existed before `packages`, so contains mostly older code that hasn't been migrated to packages. Prefer creating a `package` if possible. Can be ignored for the most part if you are not on the Ops team. Prefer 
 
-### [src/plugins](https://github.com/elastic/kibana/tree/master/src/plugins)
+### [src/plugins](https://github.com/elastic/kibana/tree/main/src/plugins)
 
 Contains all of our Basic-licensed plugins. Most folders in this directory will contain `README.md` files explaining what they do. If there are none, you can look at the `owner.gitHub` field inside all `kibana.json`s that will tell you which team to get in touch with for questions.
 
 Note that as plugins can be nested, each folder in this directory may contain multiple plugins.
 
-## [test](https://github.com/elastic/kibana/tree/master/test)
+## [test](https://github.com/elastic/kibana/tree/main/test)
 
 Contains functional tests and related FTR (functional test runner) code for the plugins inside `src/plugins`, although there is a push to move the tests to reside inside the plugins themselves.
 
-## [typings](https://github.com/elastic/kibana/tree/master/typings)
+## [typings](https://github.com/elastic/kibana/tree/main/typings)
 
 Maintained by Ops and Core, this contains global typings for dependencies that do not provide their own types, or don't have types available via [DefinitelyTyped](https://definitelytyped.org). This directory is intended to be minimal; types should only be added here as a last resort.
 
-## [vars](https://github.com/elastic/kibana/tree/master/vars)
+## [vars](https://github.com/elastic/kibana/tree/main/vars)
 
 A bunch of groovy scripts maintained by the Operations team.
 
-## [x-pack](https://github.com/elastic/kibana/tree/master/x-pack)
+## [x-pack](https://github.com/elastic/kibana/tree/main/x-pack)
 
 Contains all code and infrasturcture that powers our gold+ (non-basic) features that are provided under a more restrictive license.
 
-### [x-pack/build_chromium](https://github.com/elastic/kibana/tree/master/x-pack/build_chromium)
+### [x-pack/build_chromium](https://github.com/elastic/kibana/tree/main/x-pack/build_chromium)
 
 Maintained by the App Services UX team, this contains Reporting-related code for building Chromium in order to take server side screenshots.
 
-### [x-pack/dev-tools](https://github.com/elastic/kibana/tree/master/x-pack/dev-tools)
+### [x-pack/dev-tools](https://github.com/elastic/kibana/tree/main/x-pack/dev-tools)
 
 Maintained by the Operations team.
 
-### [x-pack/examples](https://github.com/elastic/kibana/tree/master/x-pack/examples)
+### [x-pack/examples](https://github.com/elastic/kibana/tree/main/x-pack/examples)
 
 Contains all example plugins that rely on gold+ features.
 
-### [x-pack/plugins](https://github.com/elastic/kibana/tree/master/x-pack/plugins)
+### [x-pack/plugins](https://github.com/elastic/kibana/tree/main/x-pack/plugins)
 
 Contains code for all the plugins that power our gold+ features.
 
-### [x-pack/scripts](https://github.com/elastic/kibana/tree/master/x-pack/scripts)
+### [x-pack/scripts](https://github.com/elastic/kibana/tree/main/x-pack/scripts)
 
 Maintained by the Ops team, this folder contains some scripts for running x-pack utilities, like the functional test runner that runs with a license higher than Basic.
 
-### [x-pack/test](https://github.com/elastic/kibana/tree/master/x-pack/test)
+### [x-pack/test](https://github.com/elastic/kibana/tree/main/x-pack/test)
 
 Functional tests for our gold+ features.
 
diff --git a/dev_docs/contributing/standards.mdx b/dev_docs/contributing/standards.mdx
index 5f61be80ee207..172a83935b966 100644
--- a/dev_docs/contributing/standards.mdx
+++ b/dev_docs/contributing/standards.mdx
@@ -69,6 +69,6 @@ Every team should be collecting telemetry metrics on it’s public API usage. Th
 
 ### Documentation
 
-Every public API should be documented inside the [docs/api](https://github.com/elastic/kibana/tree/master/docs/api) folder in asciidoc (this content will eventually be migrated to mdx to support the new docs system). If a public REST API is undocumented, you should either document it, or make it internal.
+Every public API should be documented inside the [docs/api](https://github.com/elastic/kibana/tree/main/docs/api) folder in asciidoc (this content will eventually be migrated to mdx to support the new docs system). If a public REST API is undocumented, you should either document it, or make it internal.
 
 Every public API should have a release tag specified using the appropriate documentation release tag above. If you do this, the docs system will provide a pop up explaining the conditions. If an API is not marked, it should be considered experimental.
diff --git a/dev_docs/getting_started/hello_world_plugin.mdx b/dev_docs/getting_started/hello_world_plugin.mdx
index b95d0cac201fc..be4fcf5671a42 100644
--- a/dev_docs/getting_started/hello_world_plugin.mdx
+++ b/dev_docs/getting_started/hello_world_plugin.mdx
@@ -9,7 +9,7 @@ tags: ['kibana', 'dev', 'contributor', 'tutorials']
 
 This tutorial walks you through two ways to create a plugin that registers an application that says "Hello World!".
 
-You can view the tested example plugin at [examples/hello_world](https://github.com/elastic/kibana/tree/master/examples/hello_world).
+You can view the tested example plugin at [examples/hello_world](https://github.com/elastic/kibana/tree/main/examples/hello_world).
 
 ## 1. Set up your development environment
 
diff --git a/dev_docs/key_concepts/anatomy_of_a_plugin.mdx b/dev_docs/key_concepts/anatomy_of_a_plugin.mdx
index ca9119f4d21b3..4c082fc3bf1db 100644
--- a/dev_docs/key_concepts/anatomy_of_a_plugin.mdx
+++ b/dev_docs/key_concepts/anatomy_of_a_plugin.mdx
@@ -76,7 +76,7 @@ plugins/
 - preboot plugins are bootstrapped to prepare the environment before Kibana starts.
 - standard plugins define Kibana functionality while Kibana is running.
 
-`owner` - [Required] Help users of your plugin know who manages this plugin and how to get in touch. For internal developers, `Owner.name` should be the name of the team that manages this plugin. This should match the team that owns this code in the [CODEOWNERS](https://github.com/elastic/kibana/blob/master/.github/CODEOWNERS) file (however, this is not currently enforced). Internal teams should also use a [GitHub team alias](https://github.com/orgs/elastic/teams) for `owner.githubTeam`. This value is used to create a link to `https://github.com/orgs/elastic/teams/${githubTeam}`, so leave the `elastic/` prefix should be left out. While many teams can contribute to a plugin, only a single team should be the primary owner.
+`owner` - [Required] Help users of your plugin know who manages this plugin and how to get in touch. For internal developers, `Owner.name` should be the name of the team that manages this plugin. This should match the team that owns this code in the [CODEOWNERS](https://github.com/elastic/kibana/blob/main/.github/CODEOWNERS) file (however, this is not currently enforced). Internal teams should also use a [GitHub team alias](https://github.com/orgs/elastic/teams) for `owner.githubTeam`. This value is used to create a link to `https://github.com/orgs/elastic/teams/${githubTeam}`, so leave the `elastic/` prefix should be left out. While many teams can contribute to a plugin, only a single team should be the primary owner.
 
 `description` - [Required] Give your plugin a description to help other developers understand what it does. This is required for internal plugins.
 
diff --git a/dev_docs/key_concepts/kibana_platform_plugin_intro.mdx b/dev_docs/key_concepts/kibana_platform_plugin_intro.mdx
index 737b9d8708f29..195e5c1f6f211 100644
--- a/dev_docs/key_concepts/kibana_platform_plugin_intro.mdx
+++ b/dev_docs/key_concepts/kibana_platform_plugin_intro.mdx
@@ -33,7 +33,7 @@ At a super high-level, Kibana is composed of **plugins**, **core**, and **Kibana
 
 <DocAccordion buttonContent="(Internal only) FAQ: Should I put my code in a plugin or a package?" color="warning">
 <DocCallOut color="warning">
-When the [Bazel migration](https://github.com/elastic/kibana/blob/master/legacy_rfcs/text/0015_bazel.md) is complete, all code, including plugins, will be a package. With that, packages won't be required to be in the `packages/` directory and can be located somewhere that makes more sense structurally.
+When the [Bazel migration](https://github.com/elastic/kibana/blob/main/legacy_rfcs/text/0015_bazel.md) is complete, all code, including plugins, will be a package. With that, packages won't be required to be in the `packages/` directory and can be located somewhere that makes more sense structurally.
 
 In the meantime, the following can be used to determine whether it makes sense to add code to a package inside the `packages` folder, or a plugin inside `src/plugins` or `x-pack/plugins`. 
 
@@ -49,7 +49,7 @@ Downsides to packages:
 
 1. <b>It's not <DocLink id="kibDevPrinciples" text="organized by domain"/></b>. The packages folder is far away from the plugins folder. Having your stateless code in a plugin and the rest in a package may make it hard to find, leading to duplication. The Operations team hopes to fix this by supporting packages and plugins existing in the same folder. You can track this work by following [this issue](https://github.com/elastic/kibana/issues/112886).
 
-2. <b>Development overhead</b>. Developers have to run `yarn kbn watch` to have changes rebuilt automatically. [Phase II](https://github.com/elastic/kibana/blob/master/legacy_rfcs/text/0015_bazel.md#phase-ii---docs-developer-experience) of the Bazel migration work will bring the development experience on par with plugin development. This work can be tracked [here](https://github.com/elastic/kibana/issues/104519). 
+2. <b>Development overhead</b>. Developers have to run `yarn kbn watch` to have changes rebuilt automatically. [Phase II](https://github.com/elastic/kibana/blob/main/legacy_rfcs/text/0015_bazel.md#phase-ii---docs-developer-experience) of the Bazel migration work will bring the development experience on par with plugin development. This work can be tracked [here](https://github.com/elastic/kibana/issues/104519). 
 
 3. <b>Development performance</b>. Rebuild time is typically longer than it would be for the same code in a plugin. The reasons are captured in [this issue](https://github.com/elastic/kibana/issues/107648). The ops team is actively working to reduce this performance increase.
 
diff --git a/dev_docs/key_concepts/navigation.mdx b/dev_docs/key_concepts/navigation.mdx
index 27ba3db111411..b96bfede8fe36 100644
--- a/dev_docs/key_concepts/navigation.mdx
+++ b/dev_docs/key_concepts/navigation.mdx
@@ -30,7 +30,7 @@ Assuming you want to link from your app to *Discover*. When building such URL th
 
 ### Prepending a proper `basePath`
 
-To prepend Kibana's `basePath` use the [core.http.basePath.prepend](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.ibasepath.prepend.md) helper:
+To prepend Kibana's `basePath` use the [core.http.basePath.prepend](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.ibasepath.prepend.md) helper:
 
 ```tsx
 const discoverUrl = core.http.basePath.prepend(`/discover`);
@@ -50,7 +50,7 @@ console.log(discoverUrl); // http://localhost:5601/bpr/s/space/app/discover
 const discoverUrlWithSomeState = core.http.basePath.prepend(`/discover#/?_g=(filters:!(),refreshInterval:(pause:!t,value:0),time:(from:'2020-09-10T11:39:50.203Z',to:'2020-09-10T11:40:20.249Z'))&_a=(columns:!(_source),filters:!(),index:'90943e30-9a47-11e8-b64d-95841ca0b247',interval:auto,query:(language:kuery,query:''),sort:!())`);
 ```
 
-Instead, each app should expose [a locator](https://github.com/elastic/kibana/blob/master/src/plugins/share/common/url_service/locators/README.md).
+Instead, each app should expose [a locator](https://github.com/elastic/kibana/blob/main/src/plugins/share/common/url_service/locators/README.md).
 Other apps should use those locators for navigation or URL creation.
 
 ```tsx
@@ -60,7 +60,7 @@ const discoverUrl = await plugins.discover.locator.getUrl({filters, timeRange});
 await plugins.discover.locator.navigate({filters, timeRange});
 ```
 
-To get a better idea, take a look at *Discover* locator [implementation](https://github.com/elastic/kibana/blob/master/src/plugins/discover/public/locator.ts).
+To get a better idea, take a look at *Discover* locator [implementation](https://github.com/elastic/kibana/blob/main/src/plugins/discover/public/locator.ts).
 It allows specifying various **Discover** app state pieces like: index pattern, filters, query, time range and more.
 
 There are two ways to access locators of other apps:
@@ -86,8 +86,8 @@ window.location.href = urlToADashboard;
 
 To navigate between different Kibana apps without a page reload there are APIs in `core`:
 
-* [core.application.navigateToApp](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.applicationstart.navigatetoapp.md)
-* [core.application.navigateToUrl](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.applicationstart.navigatetourl.md)
+* [core.application.navigateToApp](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.applicationstart.navigatetoapp.md)
+* [core.application.navigateToUrl](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.applicationstart.navigatetourl.md)
 
 *Rendering a link to a different app on its own would also cause a full page reload:*
 
@@ -112,7 +112,7 @@ const MySPALink = () =>
 ```
 
 As it would be too much boilerplate to do this for each link in your app, there is a handy wrapper that helps with it:
-[RedirectAppLinks](https://github.com/elastic/kibana/blob/master/src/plugins/kibana_react/public/app_links/redirect_app_link.tsx#L49).
+[RedirectAppLinks](https://github.com/elastic/kibana/blob/main/src/plugins/kibana_react/public/app_links/redirect_app_link.tsx#L49).
 
 ```jsx
 const MyApp = () =>
@@ -134,9 +134,9 @@ Common rules to follow in this scenario:
 
 This is required to make sure `core` is aware of navigations triggered inside your app, so it could act accordingly when needed.
 
-* `Core`'s [ScopedHistory](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.scopedhistory.md) instance.
-* [Example usage](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.appmountparameters.history.md)
-* [Example plugin](https://github.com/elastic/kibana/blob/master/test/plugin_functional/plugins/core_plugin_a/public/application.tsx#L120)
+* `Core`'s [ScopedHistory](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.scopedhistory.md) instance.
+* [Example usage](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.appmountparameters.history.md)
+* [Example plugin](https://github.com/elastic/kibana/blob/main/test/plugin_functional/plugins/core_plugin_a/public/application.tsx#L120)
 
 Relative links will be resolved relative to your app's route (e.g.: `http://localhost5601/app/{your-app-id}`)
 and setting up internal links in your app in SPA friendly way would look something like:
@@ -152,7 +152,7 @@ const MyInternalLink = () => <Link to="/my-other-page"></Link>
 Try to avoid using `window.location` and `window.history` directly.
 
 <DocCallOut>
-  Instead, use [ScopedHistory](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.scopedhistory.md) instance provided by `core`.
+  Instead, use [ScopedHistory](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.scopedhistory.md) instance provided by `core`.
 </DocCallOut>
 
 - This way `core` will know about location changes triggered within your app, and it would act accordingly.
@@ -190,7 +190,7 @@ There are utils to help you to implement such kind of state syncing.
 - Adding a query param flag or simple key/value to the URL.
 
 <DocCallOut>
-  Follow [these docs](https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/docs/state_sync#state-syncing-utilities) to learn more.
+  Follow [these docs](https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/docs/state_sync#state-syncing-utilities) to learn more.
 </DocCallOut>
 
 ## Preserving state between navigations
@@ -212,7 +212,7 @@ you'd notice that state is stored inside that link, and it also gets updated whe
 ![image](../assets/state_inside_the_link.png)
 
 This is where separation into `_a` and `_g` query params comes into play. What is considered a *global* state gets constantly updated in those navigation links. In the example above it was a time filter.
-This is backed by [KbnUrlTracker](https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/public/state_management/url/kbn_url_tracker.ts#L57) util. You can use it to achieve similar behavior.
+This is backed by [KbnUrlTracker](https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/public/state_management/url/kbn_url_tracker.ts#L57) util. You can use it to achieve similar behavior.
 
 NOTE: After migrating to KP navigation works without page reloads and all plugins are loaded simultaneously.
 Hence, likely there are simpler ways to preserve state of your application, unless you want to do it through URL.
diff --git a/dev_docs/key_concepts/persistable_state.mdx b/dev_docs/key_concepts/persistable_state.mdx
index 189259cf1085b..25d3f37a86be4 100644
--- a/dev_docs/key_concepts/persistable_state.mdx
+++ b/dev_docs/key_concepts/persistable_state.mdx
@@ -49,7 +49,7 @@ If the state your plugin is storing can be provided by other plugins (your plugi
 Any plugin that stores any persistable state as part of their saved object should make sure that its saved object migration
 and reference extraction and injection methods correctly use the matching `PersistableStateService` implementation for the state they are storing.
 
-Take a look at [example saved object](https://github.com/elastic/kibana/blob/master/examples/embeddable_examples/server/searchable_list_saved_object.ts#L32) which stores an embeddable state. Note how the `migrations`, `extractReferences` and `injectReferences` are defined.
+Take a look at [example saved object](https://github.com/elastic/kibana/blob/main/examples/embeddable_examples/server/searchable_list_saved_object.ts#L32) which stores an embeddable state. Note how the `migrations`, `extractReferences` and `injectReferences` are defined.
 
 ## Storing persistable state as part of URL
 
@@ -71,7 +71,7 @@ To support persisting your state in saved objects owned by another plugin, the <
   text="Learn how to define Saved Object references"
 />
 
-[See example embeddable providing extract/inject functions](https://github.com/elastic/kibana/blob/master/examples/embeddable_examples/public/migrations/migrations_embeddable_factory.ts)
+[See example embeddable providing extract/inject functions](https://github.com/elastic/kibana/blob/main/examples/embeddable_examples/public/migrations/migrations_embeddable_factory.ts)
 
 ### Migrations and Backward compatibility
 
@@ -79,9 +79,9 @@ As your plugin evolves, you may need to change your state in a breaking way. If
 
 <DocLink id="kibDevTutorialSavedObject" section="migrations" text="How to write a migration" />.
 
-[See an example saved object storing embeddable state implementing saved object migration function](https://github.com/elastic/kibana/blob/master/examples/embeddable_examples/server/searchable_list_saved_object.ts)
+[See an example saved object storing embeddable state implementing saved object migration function](https://github.com/elastic/kibana/blob/main/examples/embeddable_examples/server/searchable_list_saved_object.ts)
 
-[See example embeddable providing migration functions](https://github.com/elastic/kibana/blob/master/examples/embeddable_examples/public/migrations/migrations_embeddable_factory.ts)
+[See example embeddable providing migration functions](https://github.com/elastic/kibana/blob/main/examples/embeddable_examples/public/migrations/migrations_embeddable_factory.ts)
 
 ## Telemetry
 
diff --git a/dev_docs/tutorials/endpoints.mdx b/dev_docs/tutorials/endpoints.mdx
index 92ead4d714626..1d6fc0edf1e64 100644
--- a/dev_docs/tutorials/endpoints.mdx
+++ b/dev_docs/tutorials/endpoints.mdx
@@ -17,7 +17,7 @@ The service allows plugins to:
 - to implement custom authentication and authorization strategy.
 
 <DocCallOut>
-  See [the server-side HTTP service API docs](https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.httpservicesetup.md)
+  See [the server-side HTTP service API docs](https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.httpservicesetup.md)
 </DocCallOut>
 
 **Registering a basic GET endpoint**
@@ -55,7 +55,7 @@ export class MyPlugin implements Plugin {
 ```
 
 <DocCallOut>
-  See [the routing example plugin](https://github.com/elastic/kibana/blob/master/examples/routing_example) for more route registration examples.
+  See [the routing example plugin](https://github.com/elastic/kibana/blob/main/examples/routing_example) for more route registration examples.
 </DocCallOut>
 
 ## Consuming the endpoint from the client-side
@@ -79,9 +79,9 @@ async function fetchData(http: HttpStart, id: string) {
 ```
 
 <DocCallOut>
-  See [the client-side HTTP service API docs](https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.httpsetup.md)
+  See [the client-side HTTP service API docs](https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.httpsetup.md)
 </DocCallOut>
 
 <DocCallOut>
-  See [the routing example plugin](https://github.com/elastic/kibana/blob/master/examples/routing_example) for more endpoint consumption examples.
+  See [the routing example plugin](https://github.com/elastic/kibana/blob/main/examples/routing_example) for more endpoint consumption examples.
 </DocCallOut>
diff --git a/dev_docs/tutorials/expressions.mdx b/dev_docs/tutorials/expressions.mdx
index 4688da98b7b01..c4b37a125838e 100644
--- a/dev_docs/tutorials/expressions.mdx
+++ b/dev_docs/tutorials/expressions.mdx
@@ -57,7 +57,7 @@ const result = await executionContract.getData();
 ```
 
 <DocCallOut>
-  Check the full spec of execute function [here](https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.execution.md)
+  Check the full spec of execute function [here](https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.execution.md)
 </DocCallOut>
 
 In addition, on the browser side, there are two additional ways to run expressions and render the results.
@@ -71,7 +71,7 @@ This is the easiest way to get expressions rendered inside your application.
 ```
 
 <DocCallOut>
-  Check the full spec of ReactExpressionRenderer component props [here](https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.reactexpressionrendererprops.md)
+  Check the full spec of ReactExpressionRenderer component props [here](https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.reactexpressionrendererprops.md)
 </DocCallOut>
 
 #### Expression loader
@@ -83,7 +83,7 @@ const handler = loader(domElement, expression, params);
 ```
 
 <DocCallOut>
-  Check the full spec of expression loader params [here](https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.iexpressionloaderparams.md)
+  Check the full spec of expression loader params [here](https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.iexpressionloaderparams.md)
 </DocCallOut>
 
 ### Creating new expression functions
@@ -106,7 +106,7 @@ expressions.registerFunction(functionDefinition);
 ```
 
 <DocCallOut>
-  Check the full interface of ExpressionFuntionDefinition [here](https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionfunctiondefinition.md)
+  Check the full interface of ExpressionFuntionDefinition [here](https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionfunctiondefinition.md)
 </DocCallOut>
 
 ### Creating new expression renderers
@@ -128,5 +128,5 @@ expressions.registerRenderer(rendererDefinition);
 ```
 
 <DocCallOut>
-  Check the full interface of ExpressionRendererDefinition [here](https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionrenderdefinition.md)
+  Check the full interface of ExpressionRendererDefinition [here](https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionrenderdefinition.md)
 </DocCallOut>
diff --git a/dev_docs/tutorials/kibana_page_template.mdx b/dev_docs/tutorials/kibana_page_template.mdx
index bc0abc99d8921..f7169ea33cea7 100644
--- a/dev_docs/tutorials/kibana_page_template.mdx
+++ b/dev_docs/tutorials/kibana_page_template.mdx
@@ -124,7 +124,7 @@ Increases the consistency in messaging across all the solutions during the getti
 
 This is a built-in configuration that displays a very specific UI and requires very specific keys. It will also ignore all other configurations of the template including `pageHeader` and `children`, with the exception of continuing to show `solutionNav`.
 
-The `noDataConfig` is of type [`NoDataPagProps`](https://github.com/elastic/kibana/blob/master/src/plugins/kibana_react/public/page_template/no_data_page/no_data_page.tsx):
+The `noDataConfig` is of type [`NoDataPagProps`](https://github.com/elastic/kibana/blob/main/src/plugins/kibana_react/public/page_template/no_data_page/no_data_page.tsx):
 
 1. `solution: string`: Single name for the current solution, used to auto-generate the title, logo, and description *(required)*
 2. `docsLink: string`: Required to set the docs link for the whole solution *(required)*
diff --git a/dev_docs/tutorials/testing_plugins.mdx b/dev_docs/tutorials/testing_plugins.mdx
index 14089bc3fa315..b8f8029e7b16c 100644
--- a/dev_docs/tutorials/testing_plugins.mdx
+++ b/dev_docs/tutorials/testing_plugins.mdx
@@ -217,9 +217,9 @@ Cons:
 - brittle tests
 
 ###### Example
-You can reuse existing [api_integration](https://github.com/elastic/kibana/blob/master/test/api_integration/config.js) setup by registering a test file within a
-[test loader](https://github.com/elastic/kibana/blob/master/test/api_integration/apis/index.ts). More about the existing FTR setup in the
-[contribution guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md#running-specific-kibana-tests)
+You can reuse existing [api_integration](https://github.com/elastic/kibana/blob/main/test/api_integration/config.js) setup by registering a test file within a
+[test loader](https://github.com/elastic/kibana/blob/main/test/api_integration/apis/index.ts). More about the existing FTR setup in the
+[contribution guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md#running-specific-kibana-tests)
 
 The tests cover:
 - authenticated / non-authenticated user access (when applicable)
@@ -409,7 +409,7 @@ While applications do get an opportunity to unmount and run cleanup logic, it is
 
 #### Example
 
-By following the [renderApp](https://github.com/elastic/kibana/blob/master/src/core/CONVENTIONS.md#applications) convention, you can greatly reduce the amount of logic in your application's mount function. This makes testing your application's actual rendering logic easier.
+By following the [renderApp](https://github.com/elastic/kibana/blob/main/src/core/CONVENTIONS.md#applications) convention, you can greatly reduce the amount of logic in your application's mount function. This makes testing your application's actual rendering logic easier.
 
 ```typescript jsx
 /** public/plugin.ts */
diff --git a/docs/developer/advanced/development-es-snapshots.asciidoc b/docs/developer/advanced/development-es-snapshots.asciidoc
index 4c801bf750979..38146e65b6326 100644
--- a/docs/developer/advanced/development-es-snapshots.asciidoc
+++ b/docs/developer/advanced/development-es-snapshots.asciidoc
@@ -81,7 +81,7 @@ Each day, a https://kibana-ci.elastic.co/job/elasticsearch+snapshots+trigger/[Je
 
 https://kibana-ci.elastic.co/job/elasticsearch+snapshots+build/[This Jenkins job] builds the {es} snapshots and uploads them to GCS.
 
-The Jenkins job pipeline definition is https://github.com/elastic/kibana/blob/master/.ci/es-snapshots/Jenkinsfile_build_es[in the {kib} repo].
+The Jenkins job pipeline definition is https://github.com/elastic/kibana/blob/main/.ci/es-snapshots/Jenkinsfile_build_es[in the {kib} repo].
 
 1. Checkout {es} repo for the given branch/version.
 2. Run `./gradlew -p distribution/archives assemble --parallel` to create all of the {es} distributions.
@@ -97,7 +97,7 @@ The Jenkins job pipeline definition is https://github.com/elastic/kibana/blob/ma
 
 https://kibana-ci.elastic.co/job/elasticsearch+snapshots+verify/[This Jenkins job] tests the latest {es} snapshot with the full {kib} CI pipeline, and promotes if it there are no test failures.
 
-The Jenkins job pipeline definition is https://github.com/elastic/kibana/blob/master/.ci/es-snapshots/Jenkinsfile_verify_es[in the {kib} repo].
+The Jenkins job pipeline definition is https://github.com/elastic/kibana/blob/main/.ci/es-snapshots/Jenkinsfile_verify_es[in the {kib} repo].
 
 1. Checkout {kib} and set up CI environment as normal.
 2. Set the `ES_SNAPSHOT_MANIFEST` env var to point to the latest snapshot manifest.
diff --git a/docs/developer/advanced/sharing-saved-objects.asciidoc b/docs/developer/advanced/sharing-saved-objects.asciidoc
index 8a0373363e473..9a009e6ad49b7 100644
--- a/docs/developer/advanced/sharing-saved-objects.asciidoc
+++ b/docs/developer/advanced/sharing-saved-objects.asciidoc
@@ -157,7 +157,7 @@ const savedObject = resolveResult.saved_object;
 TIP: See an example of this in https://github.com/elastic/kibana/pull/107256#user-content-example-steps[step 2 of the POC]!
 
 The
-https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.savedobjectsresolveresponse.md[SavedObjectsResolveResponse
+https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.savedobjectsresolveresponse.md[SavedObjectsResolveResponse
 interface] has three fields, summarized below:
 
 * `saved_object` - The saved object that was found.
diff --git a/docs/developer/architecture/add-data-tutorials.asciidoc b/docs/developer/architecture/add-data-tutorials.asciidoc
index 8b6f7d5448364..3f1b42c008ee7 100644
--- a/docs/developer/architecture/add-data-tutorials.asciidoc
+++ b/docs/developer/architecture/add-data-tutorials.asciidoc
@@ -11,7 +11,7 @@ Each tutorial contains three sets of instructions:
 
 [discrete]
 === Creating a new tutorial
-1. Create a new directory in the link:https://github.com/elastic/kibana/tree/master/src/plugins/home/server/tutorials[tutorials directory].
+1. Create a new directory in the link:https://github.com/elastic/kibana/tree/main/src/plugins/home/server/tutorials[tutorials directory].
 2. In the new directory, create a file called `index.ts` that exports a function.
 The function must return a function object that conforms to the `TutorialSchema` interface link:{kib-repo}tree/{branch}/src/plugins/home/server/services/tutorials/lib/tutorial_schema.ts[tutorial schema].
 3. Register the tutorial in link:{kib-repo}tree/{branch}/src/plugins/home/server/tutorials/register.ts[register.ts] by adding it to the `builtInTutorials`.
diff --git a/docs/developer/contributing/development-documentation.asciidoc b/docs/developer/contributing/development-documentation.asciidoc
index 70dd756ca808e..7137d5bad051c 100644
--- a/docs/developer/contributing/development-documentation.asciidoc
+++ b/docs/developer/contributing/development-documentation.asciidoc
@@ -15,7 +15,7 @@ Documentation about specific services a plugin offers should be encapsulated in:
 === End user documentation
 
 Documentation about user facing features should be written in http://asciidoc.org/[asciidoc] at
-{kib-repo}/tree/master/docs[https://github.com/elastic/kibana/tree/master/docs]
+{kib-repo}/tree/master/docs[https://github.com/elastic/kibana/tree/main/docs]
 
 To build the docs, you must clone the https://github.com/elastic/docs[elastic/docs]
 repo as a sibling of your {kib} repo. Follow the instructions in that project's
@@ -38,4 +38,4 @@ REST APIs should be documented using the following recommended formats:
 === General developer documentation and guidelines
 
 General developer guildlines and documentation, like this right here, should be written in http://asciidoc.org/[asciidoc]
-at {kib-repo}/tree/master/docs/developer[https://github.com/elastic/kibana/tree/master/docs/developer]
+at {kib-repo}/tree/master/docs/developer[https://github.com/elastic/kibana/tree/main/docs/developer]
diff --git a/docs/developer/contributing/development-functional-tests.asciidoc b/docs/developer/contributing/development-functional-tests.asciidoc
index fb56acef0a0cc..cb614c5149f95 100644
--- a/docs/developer/contributing/development-functional-tests.asciidoc
+++ b/docs/developer/contributing/development-functional-tests.asciidoc
@@ -114,7 +114,7 @@ Use the `--help` flag for more options.
 [discrete]
 ==== Environment
 
-The tests are written in https://mochajs.org[mocha] using https://github.com/elastic/kibana/tree/master/packages/kbn-expect[@kbn/expect] for assertions.
+The tests are written in https://mochajs.org[mocha] using https://github.com/elastic/kibana/tree/main/packages/kbn-expect[@kbn/expect] for assertions.
 
 We use https://www.w3.org/TR/webdriver1/[WebDriver Protocol] to run tests in both Chrome and Firefox with the help of https://sites.google.com/a/chromium.org/chromedriver/[chromedriver] and https://firefox-source-docs.mozilla.org/testing/geckodriver/[geckodriver]. When the `FunctionalTestRunner` launches, remote service creates a new webdriver session, which starts the driver and a stripped-down browser instance. We use `browser` service and `webElementWrapper` class to wrap up https://seleniumhq.github.io/selenium/docs/api/javascript/module/selenium-webdriver/[Webdriver API].
 
@@ -204,7 +204,7 @@ Tests should normally setRoles() in the before() and restoreDefaults() in the af
 [discrete]
 ==== Anatomy of a test file
 
-This annotated example file shows the basic structure every test suite uses. It starts by importing https://github.com/elastic/kibana/tree/master/packages/kbn-expect[`@kbn/expect`] and defining its default export: an anonymous Test Provider. The test provider then destructures the Provider API for the `getService()` and `getPageObjects()` functions. It uses these functions to collect the dependencies of this suite. The rest of the test file will look pretty normal to mocha.js users. `describe()`, `it()`, `before()` and the lot are used to define suites that happen to automate a browser via services and objects of type `PageObject`.
+This annotated example file shows the basic structure every test suite uses. It starts by importing https://github.com/elastic/kibana/tree/main/packages/kbn-expect[`@kbn/expect`] and defining its default export: an anonymous Test Provider. The test provider then destructures the Provider API for the `getService()` and `getPageObjects()` functions. It uses these functions to collect the dependencies of this suite. The rest of the test file will look pretty normal to mocha.js users. `describe()`, `it()`, `before()` and the lot are used to define suites that happen to automate a browser via services and objects of type `PageObject`.
 
 ["source","js"]
 ----
diff --git a/docs/developer/contributing/development-unit-tests.asciidoc b/docs/developer/contributing/development-unit-tests.asciidoc
index 72edaf1241bc6..9f0896f8a673f 100644
--- a/docs/developer/contributing/development-unit-tests.asciidoc
+++ b/docs/developer/contributing/development-unit-tests.asciidoc
@@ -83,6 +83,6 @@ to proceed in this mode.
 === Unit Testing Plugins
 
 Even when using 
-https://github.com/elastic/kibana/tree/master/packages/kbn-plugin-generator[Kibana
+https://github.com/elastic/kibana/tree/main/packages/kbn-plugin-generator[Kibana
 plugin generator] we do not enforce a way for unit testing your plugin. Please setup and you use 
 the tools of your choice. If the plugin will live inside the Kibana repo `Jest` must be used.
\ No newline at end of file
diff --git a/docs/developer/contributing/interpreting-ci-failures.asciidoc b/docs/developer/contributing/interpreting-ci-failures.asciidoc
index 1401c96999810..ffbe448d79a44 100644
--- a/docs/developer/contributing/interpreting-ci-failures.asciidoc
+++ b/docs/developer/contributing/interpreting-ci-failures.asciidoc
@@ -43,8 +43,8 @@ image::images/test_results.png[Jenkisn build screenshot]
 Looking at the failure, we first look at the Error and stack trace. In the example below, this test failed to find an element within the timeout;
  `Error: retry.try timeout: TimeoutError: Waiting for element to be located By(css selector, [data-test-subj="createSpace"])`
 
-We know the test file from the stack trace was on line 50 of `test/accessibility/apps/spaces.ts` (this test and the stack trace context is kibana/x-pack/ so the file is https://github.com/elastic/kibana/blob/master/x-pack/test/accessibility/apps/spaces.ts#L50).
-The function to click on the element was called from a page object method in `test/functional/page_objects/space_selector_page.ts` https://github.com/elastic/kibana/blob/master/x-pack/test/functional/page_objects/space_selector_page.ts#L58
+We know the test file from the stack trace was on line 50 of `test/accessibility/apps/spaces.ts` (this test and the stack trace context is kibana/x-pack/ so the file is https://github.com/elastic/kibana/blob/main/x-pack/test/accessibility/apps/spaces.ts#L50).
+The function to click on the element was called from a page object method in `test/functional/page_objects/space_selector_page.ts` https://github.com/elastic/kibana/blob/main/x-pack/test/functional/page_objects/space_selector_page.ts#L58
 
 
     [00:03:36]             │ debg --- retry.try error: Waiting for element to be located By(css selector, [data-test-subj="createSpace"])
diff --git a/docs/developer/contributing/linting.asciidoc b/docs/developer/contributing/linting.asciidoc
index 144e23c228535..1cd56ab65b669 100644
--- a/docs/developer/contributing/linting.asciidoc
+++ b/docs/developer/contributing/linting.asciidoc
@@ -31,7 +31,7 @@ EditorConfig, which can be set up by installing a plugin in your editor
 that dynamically updates its configuration. Take a look at the
 http://editorconfig.org/#download[EditorConfig] site to find a plugin
 for your editor, and browse our
-https://github.com/elastic/kibana/blob/master/.editorconfig[`.editorconfig`]
+https://github.com/elastic/kibana/blob/main/.editorconfig[`.editorconfig`]
 file to see what config rules we set up.
 
 [discrete]
diff --git a/docs/developer/plugin-list.asciidoc b/docs/developer/plugin-list.asciidoc
index 3d1fcd51837a3..0f7ed781561c2 100644
--- a/docs/developer/plugin-list.asciidoc
+++ b/docs/developer/plugin-list.asciidoc
@@ -587,7 +587,7 @@ Documentation: https://www.elastic.co/guide/en/kibana/master/task-manager-produc
 
 |<<translations-plugin>>
 |Contains Elastic-supported translations. Owned by the Localizations team.
-For adding localizations and instrument a ui to support translated content, see https://github.com/elastic/kibana/tree/master/packages/kbn-i18n
+For adding localizations and instrument a ui to support translated content, see https://github.com/elastic/kibana/tree/main/packages/kbn-i18n
 
 
 |{kib-repo}blob/{branch}/x-pack/plugins/triggers_actions_ui/README.md[triggersActionsUi]
diff --git a/docs/development/core/server/kibana-plugin-core-server.savedobjectsrepository.incrementcounter.md b/docs/development/core/server/kibana-plugin-core-server.savedobjectsrepository.incrementcounter.md
index 59d98bf4d607b..007b453817c8d 100644
--- a/docs/development/core/server/kibana-plugin-core-server.savedobjectsrepository.incrementcounter.md
+++ b/docs/development/core/server/kibana-plugin-core-server.savedobjectsrepository.incrementcounter.md
@@ -31,7 +31,7 @@ The saved object after the specified fields were incremented
 
 When supplying a field name like `stats.api.counter` the field name will be used as-is to create a document like: `{attributes: {'stats.api.counter': 1}}` It will not create a nested structure like: `{attributes: {stats: {api: {counter: 1}}}}`
 
-When using incrementCounter for collecting usage data, you need to ensure that usage collection happens on a best-effort basis and doesn't negatively affect your plugin or users. See https://github.com/elastic/kibana/blob/master/src/plugins/usage\_collection/README.mdx\#tracking-interactions-with-incrementcounter)
+When using incrementCounter for collecting usage data, you need to ensure that usage collection happens on a best-effort basis and doesn't negatively affect your plugin or users. See https://github.com/elastic/kibana/blob/main/src/plugins/usage\_collection/README.mdx\#tracking-interactions-with-incrementcounter)
 
 ## Example
 
diff --git a/examples/bfetch_explorer/public/plugin.tsx b/examples/bfetch_explorer/public/plugin.tsx
index f96a900063340..fd4687c5fb149 100644
--- a/examples/bfetch_explorer/public/plugin.tsx
+++ b/examples/bfetch_explorer/public/plugin.tsx
@@ -52,7 +52,7 @@ export class BfetchExplorerPlugin implements Plugin {
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/blob/master/src/plugins/bfetch/README.md',
+          href: 'https://github.com/elastic/kibana/blob/main/src/plugins/bfetch/README.md',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/examples/developer_examples/README.md b/examples/developer_examples/README.md
index 1a57838c43d24..db847b342d46b 100644
--- a/examples/developer_examples/README.md
+++ b/examples/developer_examples/README.md
@@ -14,7 +14,7 @@ services. Add your a link to your example using the developerExamples `register`
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/src/plugins/foo/README.md',
+          href: 'https://github.com/elastic/kibana/tree/main/src/plugins/foo/README.md',
           iconType: 'logoGithub',
           target: '_blank',
           size: 's',
diff --git a/examples/embeddable_explorer/public/plugin.tsx b/examples/embeddable_explorer/public/plugin.tsx
index 2154a69ce1a87..f6cdee1da126c 100644
--- a/examples/embeddable_explorer/public/plugin.tsx
+++ b/examples/embeddable_explorer/public/plugin.tsx
@@ -63,7 +63,7 @@ export class EmbeddableExplorerPlugin implements Plugin<void, void, {}, StartDep
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/src/plugins/embeddable/README.md',
+          href: 'https://github.com/elastic/kibana/tree/main/src/plugins/embeddable/README.md',
           iconType: 'logoGithub',
           target: '_blank',
           size: 's',
diff --git a/examples/expressions_explorer/public/app.tsx b/examples/expressions_explorer/public/app.tsx
index 1355679e0cc3a..260c529650bdb 100644
--- a/examples/expressions_explorer/public/app.tsx
+++ b/examples/expressions_explorer/public/app.tsx
@@ -46,7 +46,7 @@ const ExpressionsExplorer = ({ expressions, inspector, actions }: Props) => {
                 demonstrated. You can read more about it{' '}
                 <EuiLink
                   href={
-                    'https://github.com/elastic/kibana/blob/master/src/plugins/expressions/README.asciidoc'
+                    'https://github.com/elastic/kibana/blob/main/src/plugins/expressions/README.asciidoc'
                   }
                 >
                   here
diff --git a/examples/expressions_explorer/public/plugin.tsx b/examples/expressions_explorer/public/plugin.tsx
index 7eee563c43f27..329dcfbb11d45 100644
--- a/examples/expressions_explorer/public/plugin.tsx
+++ b/examples/expressions_explorer/public/plugin.tsx
@@ -72,7 +72,7 @@ export class ExpressionsExplorerPlugin implements Plugin<void, void, SetupDeps,
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/blob/master/src/plugins/expressions/README.md',
+          href: 'https://github.com/elastic/kibana/blob/main/src/plugins/expressions/README.md',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/examples/index_pattern_field_editor_example/public/plugin.tsx b/examples/index_pattern_field_editor_example/public/plugin.tsx
index 8ed158e9923eb..ffd93c8a0735f 100644
--- a/examples/index_pattern_field_editor_example/public/plugin.tsx
+++ b/examples/index_pattern_field_editor_example/public/plugin.tsx
@@ -40,7 +40,7 @@ export class IndexPatternFieldEditorPlugin implements Plugin<void, void, SetupDe
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/blob/master/src/plugins/index_pattern_field_editor/README.md',
+          href: 'https://github.com/elastic/kibana/blob/main/src/plugins/index_pattern_field_editor/README.md',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/examples/locator_explorer/public/plugin.tsx b/examples/locator_explorer/public/plugin.tsx
index 45b1d2d7939ea..240a1a34caef9 100644
--- a/examples/locator_explorer/public/plugin.tsx
+++ b/examples/locator_explorer/public/plugin.tsx
@@ -47,7 +47,7 @@ export class LocatorExplorerPlugin implements Plugin<void, void, SetupDeps, Star
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/blob/master/src/plugins/share/common/url_service/locators/README.md',
+          href: 'https://github.com/elastic/kibana/blob/main/src/plugins/share/common/url_service/locators/README.md',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/examples/routing_example/public/app.tsx b/examples/routing_example/public/app.tsx
index e9794c86efbc9..e8b7b44a0a097 100644
--- a/examples/routing_example/public/app.tsx
+++ b/examples/routing_example/public/app.tsx
@@ -47,21 +47,21 @@ function RoutingExplorer({
               listItems={[
                 {
                   label: 'IRouter API docs',
-                  href: 'https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.irouter.md',
+                  href: 'https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.irouter.md',
                   iconType: 'logoGithub',
                   target: '_blank',
                   size: 's',
                 },
                 {
                   label: 'HttpHandler (core.http.fetch) API docs',
-                  href: 'https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.httphandler.md',
+                  href: 'https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.httphandler.md',
                   iconType: 'logoGithub',
                   target: '_blank',
                   size: 's',
                 },
                 {
                   label: 'Conventions',
-                  href: 'https://github.com/elastic/kibana/tree/master/STYLEGUIDE.mdx#api-endpoints',
+                  href: 'https://github.com/elastic/kibana/tree/main/STYLEGUIDE.mdx#api-endpoints',
                   iconType: 'logoGithub',
                   target: '_blank',
                   size: 's',
diff --git a/examples/routing_example/public/plugin.tsx b/examples/routing_example/public/plugin.tsx
index 00a92227e067c..d47d31f7631de 100644
--- a/examples/routing_example/public/plugin.tsx
+++ b/examples/routing_example/public/plugin.tsx
@@ -41,14 +41,14 @@ export class RoutingExamplePlugin implements Plugin<{}, {}, SetupDeps, {}> {
       links: [
         {
           label: 'IRouter',
-          href: 'https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.irouter.md',
+          href: 'https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.irouter.md',
           iconType: 'logoGithub',
           target: '_blank',
           size: 's',
         },
         {
           label: 'HttpHandler (core.http.fetch)',
-          href: 'https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.httphandler.md',
+          href: 'https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.httphandler.md',
           iconType: 'logoGithub',
           target: '_blank',
           size: 's',
diff --git a/examples/screenshot_mode_example/README.md b/examples/screenshot_mode_example/README.md
index ebae7480ca5fe..0e37f9bab78cc 100755
--- a/examples/screenshot_mode_example/README.md
+++ b/examples/screenshot_mode_example/README.md
@@ -6,4 +6,4 @@ A Kibana plugin
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/examples/search_examples/README.md b/examples/search_examples/README.md
index bcc17bf7f3333..0ffd4b6cf96c6 100644
--- a/examples/search_examples/README.md
+++ b/examples/search_examples/README.md
@@ -6,4 +6,4 @@
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/examples/search_examples/public/application.tsx b/examples/search_examples/public/application.tsx
index 1920cdbe5c697..4e5212b6f76a2 100644
--- a/examples/search_examples/public/application.tsx
+++ b/examples/search_examples/public/application.tsx
@@ -27,7 +27,7 @@ const LINKS: ExampleLink[] = [
     title: 'Search Sessions',
   },
   {
-    path: 'https://github.com/elastic/kibana/blob/master/src/plugins/data/README.mdx',
+    path: 'https://github.com/elastic/kibana/blob/main/src/plugins/data/README.mdx',
     title: 'README (GitHub)',
   },
 ];
diff --git a/examples/search_examples/public/plugin.ts b/examples/search_examples/public/plugin.ts
index 95ea688f49cc2..368231018e1a9 100644
--- a/examples/search_examples/public/plugin.ts
+++ b/examples/search_examples/public/plugin.ts
@@ -59,7 +59,7 @@ export class SearchExamplesPlugin
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/src/plugins/data/README.mdx',
+          href: 'https://github.com/elastic/kibana/tree/main/src/plugins/data/README.mdx',
           iconType: 'logoGithub',
           target: '_blank',
           size: 's',
diff --git a/examples/state_containers_examples/public/plugin.ts b/examples/state_containers_examples/public/plugin.ts
index ac65d42ae4050..bfc20fd2b48d2 100644
--- a/examples/state_containers_examples/public/plugin.ts
+++ b/examples/state_containers_examples/public/plugin.ts
@@ -88,14 +88,14 @@ export class StateContainersExamplesPlugin implements Plugin {
       links: [
         {
           label: 'State containers README',
-          href: 'https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_containers',
+          href: 'https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_containers',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
         },
         {
           label: 'State sync utils README',
-          href: 'https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_sync',
+          href: 'https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_sync',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/examples/ui_actions_explorer/public/plugin.tsx b/examples/ui_actions_explorer/public/plugin.tsx
index d3a87c5b64fd6..2b4365e987ac8 100644
--- a/examples/ui_actions_explorer/public/plugin.tsx
+++ b/examples/ui_actions_explorer/public/plugin.tsx
@@ -85,7 +85,7 @@ export class UiActionsExplorerPlugin implements Plugin<void, void, {}, StartDeps
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/blob/master/src/plugins/ui_actions/README.md',
+          href: 'https://github.com/elastic/kibana/blob/main/src/plugins/ui_actions/README.md',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/legacy_rfcs/text/0005_route_handler.md b/legacy_rfcs/text/0005_route_handler.md
index 291da688bc5a6..909cabb536ec8 100644
--- a/legacy_rfcs/text/0005_route_handler.md
+++ b/legacy_rfcs/text/0005_route_handler.md
@@ -32,8 +32,8 @@ type RequestHandler = (
 ) => KibanaResponse | Promise<KibanaResponse>;
 ```
 and accepts next Kibana specific parameters as arguments:
-- context: [Context](https://github.com/elastic/kibana/blob/master/rfcs/text/0003_handler_interface.md#handler-context). A handler context contains core service and plugin functionality already scoped to the incoming request.
-- request: [KibanaRequest](https://github.com/elastic/kibana/blob/master/src/core/server/http/router/request.ts). An immutable representation of the incoming request details, such as body, parameters, query, url and route information. Note: you **must** to specify route schema during route declaration to have access to `body, parameters, query` in the request object. You  cannot extend KibanaRequest with arbitrary data nor remove any properties from it.
+- context: [Context](https://github.com/elastic/kibana/blob/main/rfcs/text/0003_handler_interface.md#handler-context). A handler context contains core service and plugin functionality already scoped to the incoming request.
+- request: [KibanaRequest](https://github.com/elastic/kibana/blob/main/src/core/server/http/router/request.ts). An immutable representation of the incoming request details, such as body, parameters, query, url and route information. Note: you **must** to specify route schema during route declaration to have access to `body, parameters, query` in the request object. You  cannot extend KibanaRequest with arbitrary data nor remove any properties from it.
 ```typescript
 interface KibanaRequest {
   url: url.Url;
@@ -51,7 +51,7 @@ interface KibanaRequest {
   }
 }
 ```
--  t: [KibanaResponseToolkit](https://github.com/elastic/kibana/blob/master/src/core/server/http/router/response.ts#L27)
+-  t: [KibanaResponseToolkit](https://github.com/elastic/kibana/blob/main/src/core/server/http/router/response.ts#L27)
 Provides a set of pre-configured methods to respond to an incoming request. It is expected that handler **always** returns a result of one of `KibanaResponseToolkit` methods as an output:
 ```typescript
 interface KibanaResponseToolkit {
diff --git a/legacy_rfcs/text/0006_management_section_service.md b/legacy_rfcs/text/0006_management_section_service.md
index 1a52e85a4ff16..c2a62c3686680 100644
--- a/legacy_rfcs/text/0006_management_section_service.md
+++ b/legacy_rfcs/text/0006_management_section_service.md
@@ -30,7 +30,7 @@ This means that we will basically need to rebuild the service anyway in order to
 - Flexibility to potentially support alternate layouts in the future (see mockups in [reference section](#reference) below)
 
 # Basic example
-This API is influenced heavily by the [application service mounting RFC](https://github.com/elastic/kibana/blob/master/rfcs/text/0004_application_service_mounting.md). The intent is to make the experience consistent with that service; the Management section is basically one big app with a bunch of registered "subapps".
+This API is influenced heavily by the [application service mounting RFC](https://github.com/elastic/kibana/blob/main/rfcs/text/0004_application_service_mounting.md). The intent is to make the experience consistent with that service; the Management section is basically one big app with a bunch of registered "subapps".
 
 ```ts
 // my_plugin/public/plugin.ts
diff --git a/legacy_rfcs/text/0014_api_documentation.md b/legacy_rfcs/text/0014_api_documentation.md
index b70636c63aad3..0f934c2f09faf 100644
--- a/legacy_rfcs/text/0014_api_documentation.md
+++ b/legacy_rfcs/text/0014_api_documentation.md
@@ -14,7 +14,7 @@ plugin APIs.
 
 # Technology: ts-morph vs api-extractor
 
-[Api-extractor](https://api-extractor.com/) is a utility built from microsoft that parses typescript code into json files that can then be used in a custom [api-documenter](https://api-extractor.com/pages/setup/generating_docs/) in order to build documentation. This is what we [have now](https://github.com/elastic/kibana/tree/master/docs/development), except we use the default api-documenter. 
+[Api-extractor](https://api-extractor.com/) is a utility built from microsoft that parses typescript code into json files that can then be used in a custom [api-documenter](https://api-extractor.com/pages/setup/generating_docs/) in order to build documentation. This is what we [have now](https://github.com/elastic/kibana/tree/main/docs/development), except we use the default api-documenter. 
 
 ## Limitations with the current implementation using api-extractor & api-documenter
 
diff --git a/legacy_rfcs/text/0015_bazel.md b/legacy_rfcs/text/0015_bazel.md
index 1bdd80e2cbaaf..82c93c3c7e9c1 100644
--- a/legacy_rfcs/text/0015_bazel.md
+++ b/legacy_rfcs/text/0015_bazel.md
@@ -32,7 +32,7 @@ Yarn Package Manager handles the installation of NPM dependencies, and the migra
 
 ### Building packages
 
-The building of [packages](https://github.com/elastic/kibana/tree/master/packages) happens during the bootstrap process initiated by running `yarn kbn bootstrap` and without any cache takes about a minute. Currently, we maintain a single cache item per package, so drastic changes like switching branches frequently results in the worst-case scenario of no-cache being usable.
+The building of [packages](https://github.com/elastic/kibana/tree/main/packages) happens during the bootstrap process initiated by running `yarn kbn bootstrap` and without any cache takes about a minute. Currently, we maintain a single cache item per package, so drastic changes like switching branches frequently results in the worst-case scenario of no-cache being usable.
 
 ### Building TypeScript project references
 
@@ -40,7 +40,7 @@ The size of the project and the amount of TypeScript has created scaling issues,
 
 ### Building client-side plugins
 
-The [@kbn/optimizer](https://github.com/elastic/kibana/tree/master/packages/kbn-optimizer) package is responsible for building client-side plugins and is initiated during `yarn start`. Without any cache, it takes between three and four minutes, but is highly dependent on the amount of CPU cores available. The caching works similar to packages and requires a rebuild if any files change. Under the hood, this package is managing a set number of workers to run individual Webpack instances. When we first introduced Webpack back in [June of 2015](https://github.com/elastic/kibana/pull/4335), it was responsible for bundling all client-side code within a single process. As the Kibana project continued to grow over time, this Webpack process continued to impact the developer experience. A common theme to address these issues was through reducing the responsibilities of Webpack by separating [SCSS](https://github.com/elastic/kibana/pull/19643) and [vendor code](https://github.com/elastic/kibana/pull/22618). Knowing we would need to continue to scale, one of the new platform’s core objectives was to be able to build each plugin independently. This work paved the way for what we are proposing here and led to the [creation of @kbn/optimizer](https://github.com/elastic/kibana/pull/53976), which improved performance by separating and parallelizing Webpack builds. 
+The [@kbn/optimizer](https://github.com/elastic/kibana/tree/main/packages/kbn-optimizer) package is responsible for building client-side plugins and is initiated during `yarn start`. Without any cache, it takes between three and four minutes, but is highly dependent on the amount of CPU cores available. The caching works similar to packages and requires a rebuild if any files change. Under the hood, this package is managing a set number of workers to run individual Webpack instances. When we first introduced Webpack back in [June of 2015](https://github.com/elastic/kibana/pull/4335), it was responsible for bundling all client-side code within a single process. As the Kibana project continued to grow over time, this Webpack process continued to impact the developer experience. A common theme to address these issues was through reducing the responsibilities of Webpack by separating [SCSS](https://github.com/elastic/kibana/pull/19643) and [vendor code](https://github.com/elastic/kibana/pull/22618). Knowing we would need to continue to scale, one of the new platform’s core objectives was to be able to build each plugin independently. This work paved the way for what we are proposing here and led to the [creation of @kbn/optimizer](https://github.com/elastic/kibana/pull/53976), which improved performance by separating and parallelizing Webpack builds. 
 
 ### Compiling server-side code
 
@@ -76,7 +76,7 @@ A Bazel [macro](https://docs.bazel.build/versions/master/skylark/macros.html) wi
 
 A Bazel [macro](https://docs.bazel.build/versions/master/skylark/macros.html) will be created to centralize the usage of Webpack. The macro will, at minimum, accept a configuration file and supply a base `webpack.config.js` file. Currently, all plugins share the same Webpack configuration. Allowing a plugin to provide additional configuration will allow plugins the ability to add loaders without affecting the performance of others.
 
-While running Kibana from source in development, the proxy server will ensure that client-side code for plugins is compiled and available. This is currently handled by the [basePathProxy](https://github.com/elastic/kibana/blob/master/src/core/server/http/base_path_proxy_server.ts), where server restarts and optimizer builds are observed and cause the proxy to pause requests. With Bazel, we will utilize [iBazel](https://github.com/bazelbuild/bazel-watche) to watch for file changes and re-build the plugin targets when necessary. The watcher will emit [events](https://github.com/bazelbuild/bazel-watcher#remote-events) that we will use to block requests and provide feedback to the logs.
+While running Kibana from source in development, the proxy server will ensure that client-side code for plugins is compiled and available. This is currently handled by the [basePathProxy](https://github.com/elastic/kibana/blob/main/src/core/server/http/base_path_proxy_server.ts), where server restarts and optimizer builds are observed and cause the proxy to pause requests. With Bazel, we will utilize [iBazel](https://github.com/bazelbuild/bazel-watche) to watch for file changes and re-build the plugin targets when necessary. The watcher will emit [events](https://github.com/bazelbuild/bazel-watcher#remote-events) that we will use to block requests and provide feedback to the logs.
 
 While there are a few proofs of concepts for a Webpack 5 Bazel rule, none currently exist which are deemed production-ready. In the meantime, we can use the Webpack CLI directly. One of the main advantages being explored in these rules will be the support for using the Bazel worker to provide incremental builds similar to what `@kbn/optimizer` is doing today.
 
@@ -85,7 +85,7 @@ We are aware there are quite a few alternatives to Webpack, but our plan is to c
 
 ### Unit Testing
 
-A Bazel macro will be created to centralize the usage of Jest unit testing. The macro will, at minimum, accept a Jest configuration file, add the [Jest preset](https://github.com/elastic/kibana/blob/master/packages/kbn-test/jest-preset.js) and its dependencies as sources, then use the Jest CLI to execute tests. 
+A Bazel macro will be created to centralize the usage of Jest unit testing. The macro will, at minimum, accept a Jest configuration file, add the [Jest preset](https://github.com/elastic/kibana/blob/main/packages/kbn-test/jest-preset.js) and its dependencies as sources, then use the Jest CLI to execute tests. 
 
 Developers currently use `yarn test:jest` to efficiently run tests in a given directory without remembering the command or path. This command will continue to work as it does today, but will begin running tests through Bazel for packages or plugins which have been migrated.
 
diff --git a/packages/elastic-eslint-config-kibana/package.json b/packages/elastic-eslint-config-kibana/package.json
index 5fb485b86fd38..a5007de28584c 100644
--- a/packages/elastic-eslint-config-kibana/package.json
+++ b/packages/elastic-eslint-config-kibana/package.json
@@ -14,7 +14,7 @@
   "author": "Spencer Alger <email@spalger.com>",
   "license": "Apache-2.0",
   "bugs": {
-    "url": "https://github.com/elastic/kibana/tree/master/packages/elastic-eslint-config-kibana"
+    "url": "https://github.com/elastic/kibana/tree/main/packages/elastic-eslint-config-kibana"
   },
-  "homepage": "https://github.com/elastic/kibana/tree/master/packages/elastic-eslint-config-kibana"
+  "homepage": "https://github.com/elastic/kibana/tree/main/packages/elastic-eslint-config-kibana"
 }
\ No newline at end of file
diff --git a/packages/elastic-safer-lodash-set/LICENSE b/packages/elastic-safer-lodash-set/LICENSE
index 049225c0b6647..ca79374b42cec 100644
--- a/packages/elastic-safer-lodash-set/LICENSE
+++ b/packages/elastic-safer-lodash-set/LICENSE
@@ -12,7 +12,7 @@ individuals. For exact contribution history, see the revision history
 available at the following locations:
  - https://github.com/lodash/lodash
  - https://github.com/DefinitelyTyped/DefinitelyTyped/tree/master/types/lodash
- - https://github.com/elastic/kibana/tree/master/packages/elastic-safer-lodash-set
+ - https://github.com/elastic/kibana/tree/main/packages/elastic-safer-lodash-set
 
 Permission is hereby granted, free of charge, to any person obtaining
 a copy of this software and associated documentation files (the
diff --git a/packages/elastic-safer-lodash-set/package.json b/packages/elastic-safer-lodash-set/package.json
index bb27fd336d975..72b908911000d 100644
--- a/packages/elastic-safer-lodash-set/package.json
+++ b/packages/elastic-safer-lodash-set/package.json
@@ -28,7 +28,7 @@
   "bugs": {
     "url": "https://github.com/elastic/kibana/issues"
   },
-  "homepage": "https://github.com/elastic/kibana/tree/master/packages/safer-lodash-set#readme",
+  "homepage": "https://github.com/elastic/kibana/tree/main/packages/safer-lodash-set#readme",
   "standard": {
     "ignore": [
       "/lodash/"
diff --git a/packages/kbn-babel-code-parser/package.json b/packages/kbn-babel-code-parser/package.json
index a4ad8d603a0cb..7018cb3f8815f 100755
--- a/packages/kbn-babel-code-parser/package.json
+++ b/packages/kbn-babel-code-parser/package.json
@@ -7,6 +7,6 @@
   "license": "SSPL-1.0 OR Elastic License 2.0",
   "repository": {
     "type": "git",
-    "url": "https://github.com/elastic/kibana/tree/master/packages/kbn-babel-code-parser"
+    "url": "https://github.com/elastic/kibana/tree/main/packages/kbn-babel-code-parser"
   }
 }
diff --git a/packages/kbn-eslint-import-resolver-kibana/package.json b/packages/kbn-eslint-import-resolver-kibana/package.json
index 49700c67eec55..fcb3c2ffb84f6 100755
--- a/packages/kbn-eslint-import-resolver-kibana/package.json
+++ b/packages/kbn-eslint-import-resolver-kibana/package.json
@@ -10,6 +10,6 @@
   },
   "repository": {
     "type": "git",
-    "url": "https://github.com/elastic/kibana/tree/master/packages/kbn-eslint-import-resolver-kibana"
+    "url": "https://github.com/elastic/kibana/tree/main/packages/kbn-eslint-import-resolver-kibana"
   }
 }
\ No newline at end of file
diff --git a/packages/kbn-plugin-generator/template/README.md.ejs b/packages/kbn-plugin-generator/template/README.md.ejs
index 2cd19c904263e..5627b5d19c531 100755
--- a/packages/kbn-plugin-generator/template/README.md.ejs
+++ b/packages/kbn-plugin-generator/template/README.md.ejs
@@ -6,7 +6,7 @@ A Kibana plugin
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
 
 <% if (thirdPartyPlugin) { %>
 ## Scripts
diff --git a/packages/kbn-spec-to-console/README.md b/packages/kbn-spec-to-console/README.md
index be0ada5e38850..20a5ee855f7f6 100644
--- a/packages/kbn-spec-to-console/README.md
+++ b/packages/kbn-spec-to-console/README.md
@@ -31,6 +31,6 @@ yarn spec_to_console -g "<ELASTICSEARCH-REPO-FOLDER>/rest-api-spec/src/main/reso
 * Ad hoc additions
 
 ### Updating the script
-When converting query params defined in the REST API specs to console autocompletion definitions, the script relies on a set of known conversion rules specified in [lib/convert/params.js](https://github.com/elastic/kibana/blob/master/packages/kbn-spec-to-console/lib/convert/params.js).
+When converting query params defined in the REST API specs to console autocompletion definitions, the script relies on a set of known conversion rules specified in [lib/convert/params.js](https://github.com/elastic/kibana/blob/main/packages/kbn-spec-to-console/lib/convert/params.js).
 For example, `"keep_on_completion":{"type":"boolean"}` from REST API specs is converted to `"keep_on_completion": "__flag__"` in console autocomplete definitions.
-When an unknown parameter type is encountered in REST API specs, the script will throw an `Unexpected type error` and the file [lib/convert/params.js](https://github.com/elastic/kibana/blob/master/packages/kbn-spec-to-console/lib/convert/params.js) needs to be updated by adding a new conversion rule. 
\ No newline at end of file
+When an unknown parameter type is encountered in REST API specs, the script will throw an `Unexpected type error` and the file [lib/convert/params.js](https://github.com/elastic/kibana/blob/main/packages/kbn-spec-to-console/lib/convert/params.js) needs to be updated by adding a new conversion rule. 
\ No newline at end of file
diff --git a/packages/kbn-storybook/src/lib/register.ts b/packages/kbn-storybook/src/lib/register.ts
index 1e49606323422..f102e43c8c042 100644
--- a/packages/kbn-storybook/src/lib/register.ts
+++ b/packages/kbn-storybook/src/lib/register.ts
@@ -16,7 +16,7 @@ addons.setConfig({
   theme: create({
     base: 'light',
     brandTitle: 'Kibana Storybook',
-    brandUrl: 'https://github.com/elastic/kibana/tree/master/packages/kbn-storybook',
+    brandUrl: 'https://github.com/elastic/kibana/tree/main/packages/kbn-storybook',
   }),
   showPanel: false,
   isFullscreen: false,
diff --git a/src/core/server/saved_objects/migrationsv2/README.md b/src/core/server/saved_objects/migrationsv2/README.md
index a6b8e01a3dc6c..60bf84eef87a6 100644
--- a/src/core/server/saved_objects/migrationsv2/README.md
+++ b/src/core/server/saved_objects/migrationsv2/README.md
@@ -90,7 +90,7 @@ able to successfully complete the migration once the cluster has enough heap.
 
 For more background information on the problem see the [saved object
 migrations
-RFC](https://github.com/elastic/kibana/blob/master/rfcs/text/0013_saved_object_migrations.md).
+RFC](https://github.com/elastic/kibana/blob/main/rfcs/text/0013_saved_object_migrations.md).
 
 # Algorithm steps
 The design goals for the algorithm was to keep downtime below 10 minutes for
diff --git a/src/core/server/saved_objects/service/lib/repository.ts b/src/core/server/saved_objects/service/lib/repository.ts
index 383801e790c76..ab802d2f36677 100644
--- a/src/core/server/saved_objects/service/lib/repository.ts
+++ b/src/core/server/saved_objects/service/lib/repository.ts
@@ -1646,7 +1646,7 @@ export class SavedObjectsRepository {
    *
    * When using incrementCounter for collecting usage data, you need to ensure
    * that usage collection happens on a best-effort basis and doesn't
-   * negatively affect your plugin or users. See https://github.com/elastic/kibana/blob/master/src/plugins/usage_collection/README.mdx#tracking-interactions-with-incrementcounter)
+   * negatively affect your plugin or users. See https://github.com/elastic/kibana/blob/main/src/plugins/usage_collection/README.mdx#tracking-interactions-with-incrementcounter)
    *
    * @example
    * ```ts
diff --git a/src/dev/code_coverage/docs/team_assignment/README.md b/src/dev/code_coverage/docs/team_assignment/README.md
index f2884fb42b8d7..bef4e74415b5a 100644
--- a/src/dev/code_coverage/docs/team_assignment/README.md
+++ b/src/dev/code_coverage/docs/team_assignment/README.md
@@ -3,7 +3,7 @@
 Team assignment occurs once per ci run.
 
 The "orchestration" entry point is a [Jenkinsfile Scripted Pipeline](https://github.com/elastic/kibana/blob/f73bc48b3bbbb5ad2042c1aa267aea2150b7b742/.ci/Jenkinsfile_coverage#L21)  
-This Jenkinsfile runs a [shell script](https://github.com/elastic/kibana/blob/master/src/dev/code_coverage/shell_scripts/generate_team_assignments_and_ingest_coverage.sh#L33) that kicks everything off.  
+This Jenkinsfile runs a [shell script](https://github.com/elastic/kibana/blob/main/src/dev/code_coverage/shell_scripts/generate_team_assignments_and_ingest_coverage.sh#L33) that kicks everything off.  
 The end result is the data is ingested to our [Kibana Stats Cluster](https://kibana-stats.elastic.dev/app/dashboards#/view/58b8db70-62f9-11ea-8312-7f2d69b79843?_g=(filters%3A!()%2CrefreshInterval%3A(pause%3A!t%2Cvalue%3A0)%2Ctime%3A(from%3Anow-7d%2Cto%3Anow)))
 
 ## Team Assignment Parsing (from .github/CODEOWNERS)  
diff --git a/src/plugins/chart_expressions/expression_metric/README.md b/src/plugins/chart_expressions/expression_metric/README.md
index ec2541ebf74d8..ea49c1b1131ab 100755
--- a/src/plugins/chart_expressions/expression_metric/README.md
+++ b/src/plugins/chart_expressions/expression_metric/README.md
@@ -6,4 +6,4 @@ Expression MetricVis plugin adds a `metric` renderer and function to the express
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/chart_expressions/expression_tagcloud/README.md b/src/plugins/chart_expressions/expression_tagcloud/README.md
index ae7635ffe0173..2331d6bef8c29 100755
--- a/src/plugins/chart_expressions/expression_tagcloud/README.md
+++ b/src/plugins/chart_expressions/expression_tagcloud/README.md
@@ -6,4 +6,4 @@ Expression Tagcloud plugin adds a `tagcloud` renderer and function to the expres
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/console/README.md b/src/plugins/console/README.md
index 3bb58d37d1684..6920ae8b944cf 100644
--- a/src/plugins/console/README.md
+++ b/src/plugins/console/README.md
@@ -18,17 +18,17 @@ GET _search
 ```
 
 ## Architecture
-Console uses Ace editor that is wrapped with [`CoreEditor`](https://github.com/elastic/kibana/blob/master/src/plugins/console/public/types/core_editor.ts), so that if needed it can easily be replaced with another editor, for example Monaco.
-The autocomplete logic is located in [`autocomplete`](https://github.com/elastic/kibana/blob/master/src/plugins/console/public/lib/autocomplete) folder. Autocomplete rules are computed by classes in `components` sub-folder.
+Console uses Ace editor that is wrapped with [`CoreEditor`](https://github.com/elastic/kibana/blob/main/src/plugins/console/public/types/core_editor.ts), so that if needed it can easily be replaced with another editor, for example Monaco.
+The autocomplete logic is located in [`autocomplete`](https://github.com/elastic/kibana/blob/main/src/plugins/console/public/lib/autocomplete) folder. Autocomplete rules are computed by classes in `components` sub-folder.
 
 ## Autocomplete definitions
 Kibana users benefit greatly from autocomplete suggestions since not all Elasticsearch APIs can be provided with a corresponding UI. Autocomplete suggestions improve usability of Console for any Elasticsearch API endpoint.
 Autocomplete definitions are all created in the form of javascript objects loaded from `json` and `js` files. 
 
 ### Creating definitions
-The [`generated`](https://github.com/elastic/kibana/blob/master/src/plugins/console/server/lib/spec_definitions/json/generated) folder contains definitions created automatically from Elasticsearch REST API specifications. See this [README](https://github.com/elastic/kibana/blob/master/packages/kbn-spec-to-console/README.md) file for more information on the `spec-to-console` script. 
+The [`generated`](https://github.com/elastic/kibana/blob/main/src/plugins/console/server/lib/spec_definitions/json/generated) folder contains definitions created automatically from Elasticsearch REST API specifications. See this [README](https://github.com/elastic/kibana/blob/main/packages/kbn-spec-to-console/README.md) file for more information on the `spec-to-console` script. 
 
-Manually created override files in the [`overrides`](https://github.com/elastic/kibana/blob/master/src/plugins/console/server/lib/spec_definitions/json/overrides) folder contain fixes for generated files and additions for request body parameters.   
+Manually created override files in the [`overrides`](https://github.com/elastic/kibana/blob/main/src/plugins/console/server/lib/spec_definitions/json/overrides) folder contain fixes for generated files and additions for request body parameters.   
 
 ### Top level keys
 Use following top level keys in the definitions objects.
@@ -214,7 +214,7 @@ Use this type to copy a configuration object specified in a different endpoint d
 }
 ```
 #### Global scope (`GLOBAL`)
-Use `GLOBAL` keyword with `__scope_link` to refer to a reusable set of definitions created in the [`globals`](https://github.com/elastic/kibana/blob/master/src/plugins/console/server/lib/spec_definitions/js/globals.ts) file.
+Use `GLOBAL` keyword with `__scope_link` to refer to a reusable set of definitions created in the [`globals`](https://github.com/elastic/kibana/blob/main/src/plugins/console/server/lib/spec_definitions/js/globals.ts) file.
 For example: 
 ```json
 {
@@ -226,11 +226,11 @@ For example:
 }
 ```
 #### Conditional definition (`__condition: { lines_regex: ... }`)
-To provide a different set of autocomplete suggestions based on the value configured in the request. For example, when creating a snapshot repository of different types (`fs`, `url` etc) different properties are displayed in the suggestions list based on the type. See [snapshot.create_repository.json](https://github.com/elastic/kibana/blob/master/src/plugins/console/server/lib/spec_definitions/json/overrides/snapshot.create_repository.json) for an example.
+To provide a different set of autocomplete suggestions based on the value configured in the request. For example, when creating a snapshot repository of different types (`fs`, `url` etc) different properties are displayed in the suggestions list based on the type. See [snapshot.create_repository.json](https://github.com/elastic/kibana/blob/main/src/plugins/console/server/lib/spec_definitions/json/overrides/snapshot.create_repository.json) for an example.
 
 
 ### Variables
 Some autocomplete definitions need to be configured with dynamic values that can't be hard coded into a json or js file, for example a list of indices in the cluster. 
-A list of variables is defined in the  `parametrizedComponentFactories` function in [`kb.js`](https://github.com/elastic/kibana/blob/master/src/plugins/console/public/lib/kb/kb.js) file. The values of these variables are assigned dynamically for every cluster. 
+A list of variables is defined in the  `parametrizedComponentFactories` function in [`kb.js`](https://github.com/elastic/kibana/blob/main/src/plugins/console/public/lib/kb/kb.js) file. The values of these variables are assigned dynamically for every cluster. 
 Use these variables with curly braces, for example `{indices}`, `{types}`, `{id}`, `{username}`, `{template}`, `{nodes}` etc.
 
diff --git a/src/plugins/custom_integrations/README.md b/src/plugins/custom_integrations/README.md
index e7af518e21ec1..a94c7fc97a970 100755
--- a/src/plugins/custom_integrations/README.md
+++ b/src/plugins/custom_integrations/README.md
@@ -6,4 +6,4 @@ Register add-data cards
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/custom_integrations/storybook/manager.ts b/src/plugins/custom_integrations/storybook/manager.ts
index 99c01efdddfdc..0b4454798d4e6 100644
--- a/src/plugins/custom_integrations/storybook/manager.ts
+++ b/src/plugins/custom_integrations/storybook/manager.ts
@@ -14,7 +14,7 @@ addons.setConfig({
   theme: create({
     base: 'light',
     brandTitle: 'Kibana Custom Integrations Storybook',
-    brandUrl: 'https://github.com/elastic/kibana/tree/master/src/plugins/custom_integrations',
+    brandUrl: 'https://github.com/elastic/kibana/tree/main/src/plugins/custom_integrations',
   }),
   showPanel: true.valueOf,
   selectedPanel: PANEL_ID,
diff --git a/src/plugins/embeddable/README.asciidoc b/src/plugins/embeddable/README.asciidoc
index 5dd74393e0dc1..a5b54fabc7af1 100644
--- a/src/plugins/embeddable/README.asciidoc
+++ b/src/plugins/embeddable/README.asciidoc
@@ -9,7 +9,7 @@ Containers are a special type of embeddable that can contain nested embeddables.
 
 === Examples
 
-Multiple embeddable examples are implemented and registered https://github.com/elastic/kibana/tree/master/examples/embeddable_examples[here]. They can be played around with and explored https://github.com/elastic/kibana/tree/master/examples/embeddable_explorer[in the Embeddable Explorer example plugin]. Just run kibana with
+Multiple embeddable examples are implemented and registered https://github.com/elastic/kibana/tree/main/examples/embeddable_examples[here]. They can be played around with and explored https://github.com/elastic/kibana/tree/main/examples/embeddable_explorer[in the Embeddable Explorer example plugin]. Just run kibana with
 
 [source,sh]
 --
@@ -18,20 +18,20 @@ yarn start --run-examples
 
 and navigate to the Embeddable explorer app.
 
-There is also an example of rendering dashboard container outside of dashboard app https://github.com/elastic/kibana/tree/master/examples/dashboard_embeddable_examples[here].
+There is also an example of rendering dashboard container outside of dashboard app https://github.com/elastic/kibana/tree/main/examples/dashboard_embeddable_examples[here].
 
 === Docs
 
-link:https://github.com/elastic/kibana/blob/master/src/plugins/embeddable/docs/README.md[Embeddable docs, guides & caveats]
+link:https://github.com/elastic/kibana/blob/main/src/plugins/embeddable/docs/README.md[Embeddable docs, guides & caveats]
 
 === API docs
 
 ==== Browser API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/embeddable/public/kibana-plugin-plugins-embeddable-public.embeddablesetup.md[Browser Setup contract]
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/embeddable/public/kibana-plugin-plugins-embeddable-public.embeddablestart.md[Browser Start contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/embeddable/public/kibana-plugin-plugins-embeddable-public.embeddablesetup.md[Browser Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/embeddable/public/kibana-plugin-plugins-embeddable-public.embeddablestart.md[Browser Start contract]
 
 ==== Server API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/embeddable/server/kibana-plugin-plugins-embeddable-server.embeddablesetup.md[Server Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/embeddable/server/kibana-plugin-plugins-embeddable-server.embeddablesetup.md[Server Setup contract]
 
 === Testing
 
diff --git a/src/plugins/expression_error/README.md b/src/plugins/expression_error/README.md
index 5e22d8fc652c7..1f53f9a560164 100755
--- a/src/plugins/expression_error/README.md
+++ b/src/plugins/expression_error/README.md
@@ -6,4 +6,4 @@ Expression Error plugin adds an `error` renderer to the expression plugin. The r
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expression_image/README.md b/src/plugins/expression_image/README.md
index b02c9fd39b3d2..9171510bb6ea2 100755
--- a/src/plugins/expression_image/README.md
+++ b/src/plugins/expression_image/README.md
@@ -6,4 +6,4 @@ Expression Image plugin adds an `image` renderer to the expression plugin. The r
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expression_metric/README.md b/src/plugins/expression_metric/README.md
index ae02ebd51256e..e186c86b6c8b8 100755
--- a/src/plugins/expression_metric/README.md
+++ b/src/plugins/expression_metric/README.md
@@ -6,4 +6,4 @@ Expression Metric plugin adds a `metric` renderer and function to the expression
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expression_repeat_image/README.md b/src/plugins/expression_repeat_image/README.md
index 11f4f9847c39a..bfcb787db8fe2 100755
--- a/src/plugins/expression_repeat_image/README.md
+++ b/src/plugins/expression_repeat_image/README.md
@@ -6,4 +6,4 @@ Expression Repeat Image plugin adds a `repeatImage` function to the expression p
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expression_reveal_image/README.md b/src/plugins/expression_reveal_image/README.md
index 21c27a6eee05b..78212a9bc2026 100755
--- a/src/plugins/expression_reveal_image/README.md
+++ b/src/plugins/expression_reveal_image/README.md
@@ -6,4 +6,4 @@ Expression Reveal Image plugin adds a `revealImage` function to the expression p
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expression_shape/README.md b/src/plugins/expression_shape/README.md
index a7e86b6524275..35350077b786b 100755
--- a/src/plugins/expression_shape/README.md
+++ b/src/plugins/expression_shape/README.md
@@ -6,4 +6,4 @@ Expression Shape plugin adds a `shape` function to the expression plugin and an
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/expressions/README.asciidoc b/src/plugins/expressions/README.asciidoc
index 554e3bfcb6976..a1462fd635d92 100644
--- a/src/plugins/expressions/README.asciidoc
+++ b/src/plugins/expressions/README.asciidoc
@@ -43,12 +43,12 @@ image::https://user-images.githubusercontent.com/9773803/74162514-3250a880-4c21-
 === API documentation
 
 ==== Server API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/server/kibana-plugin-plugins-expressions-server.expressionsserversetup.md[Server Setup contract]
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/server/kibana-plugin-plugins-expressions-server.expressionsserverstart.md[Server Start contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/server/kibana-plugin-plugins-expressions-server.expressionsserversetup.md[Server Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/server/kibana-plugin-plugins-expressions-server.expressionsserverstart.md[Server Start contract]
 
 ==== Browser API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionsservicesetup.md[Browser Setup contract]
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionsstart.md[Browser Start contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionsservicesetup.md[Browser Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/expressions/public/kibana-plugin-plugins-expressions-public.expressionsstart.md[Browser Start contract]
 
 
 ==== Other documentation
diff --git a/src/plugins/kibana_overview/README.md b/src/plugins/kibana_overview/README.md
index ad0cbfdf7013b..4681a3453fecd 100644
--- a/src/plugins/kibana_overview/README.md
+++ b/src/plugins/kibana_overview/README.md
@@ -6,4 +6,4 @@
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/src/plugins/kibana_utils/common/state_containers/README.md b/src/plugins/kibana_utils/common/state_containers/README.md
index c623e8b306438..1e9f60e41c729 100644
--- a/src/plugins/kibana_utils/common/state_containers/README.md
+++ b/src/plugins/kibana_utils/common/state_containers/README.md
@@ -1,2 +1,2 @@
 * [docs](../../docs/state_containers)
-* [api reference](https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_containers)
\ No newline at end of file
+* [api reference](https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_containers)
\ No newline at end of file
diff --git a/src/plugins/kibana_utils/common/state_containers/create_state_container_react_helpers.ts b/src/plugins/kibana_utils/common/state_containers/create_state_container_react_helpers.ts
index 841cf8b87a565..7de28363c970d 100644
--- a/src/plugins/kibana_utils/common/state_containers/create_state_container_react_helpers.ts
+++ b/src/plugins/kibana_utils/common/state_containers/create_state_container_react_helpers.ts
@@ -63,7 +63,7 @@ export const useContainerSelector = <Container extends StateContainer<any, any>,
 
 /**
  * Creates helpers for using {@link StateContainer | State Containers} with react
- * Refer to {@link https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/docs/state_containers/react.md | guide} for details
+ * Refer to {@link https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/docs/state_containers/react.md | guide} for details
  * @public
  */
 export const createStateContainerReactHelpers = <Container extends StateContainer<any, any>>() => {
diff --git a/src/plugins/kibana_utils/common/state_containers/index.ts b/src/plugins/kibana_utils/common/state_containers/index.ts
index 34032147cc171..c96b48cc045b7 100644
--- a/src/plugins/kibana_utils/common/state_containers/index.ts
+++ b/src/plugins/kibana_utils/common/state_containers/index.ts
@@ -8,7 +8,7 @@
 
 /**
  * State containers are Redux-store-like objects meant to help you manage state in your services or apps.
- * Refer to {@link https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_containers | guides and examples} for more info
+ * Refer to {@link https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_containers | guides and examples} for more info
  *
  * @packageDocumentation
  */
diff --git a/src/plugins/kibana_utils/public/state_sync/README.md b/src/plugins/kibana_utils/public/state_sync/README.md
index eb5f6e60958fc..5003246c12857 100644
--- a/src/plugins/kibana_utils/public/state_sync/README.md
+++ b/src/plugins/kibana_utils/public/state_sync/README.md
@@ -1,3 +1,3 @@
 - [docs](../../docs/state_sync)
 - [demo plugins](../../../../../examples/state_containers_examples): run Kibana with `--run-examples` flag.
-- [api reference](https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_sync)
+- [api reference](https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_sync)
diff --git a/src/plugins/kibana_utils/public/state_sync/index.ts b/src/plugins/kibana_utils/public/state_sync/index.ts
index 28a774bf341bf..2e14096c23950 100644
--- a/src/plugins/kibana_utils/public/state_sync/index.ts
+++ b/src/plugins/kibana_utils/public/state_sync/index.ts
@@ -10,7 +10,7 @@
  * State syncing utilities are a set of helpers for syncing your application state
  * with browser URL or browser storage.
  *
- * They are designed to work together with {@link https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_containers | state containers}. But state containers are not required.
+ * They are designed to work together with {@link https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_containers | state containers}. But state containers are not required.
  *
  * State syncing utilities include:
  *
@@ -22,7 +22,7 @@
  * Listens for state updates in the URL and pushes them back to state.
  *   * {@link ISessionStorageStateStorage} - Serializes state and persists it to browser storage.
  *
- * Refer {@link https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_sync | here} for a complete guide and examples.
+ * Refer {@link https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_sync | here} for a complete guide and examples.
  * @packageDocumentation
  */
 
diff --git a/src/plugins/kibana_utils/public/state_sync/state_sync.ts b/src/plugins/kibana_utils/public/state_sync/state_sync.ts
index 8cfe0fe0fe967..2c3141e76d712 100644
--- a/src/plugins/kibana_utils/public/state_sync/state_sync.ts
+++ b/src/plugins/kibana_utils/public/state_sync/state_sync.ts
@@ -42,7 +42,7 @@ export interface ISyncStateRef<StateStorage extends IStateStorage = IStateStorag
  * Utility for syncing application state wrapped in state container
  * with some kind of storage (e.g. URL)
  *
- * Go {@link https://github.com/elastic/kibana/tree/master/src/plugins/kibana_utils/docs/state_sync | here} for a complete guide and examples.
+ * Go {@link https://github.com/elastic/kibana/tree/main/src/plugins/kibana_utils/docs/state_sync | here} for a complete guide and examples.
  *
  * @example
  *
diff --git a/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_kbn_url_state_storage.ts b/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_kbn_url_state_storage.ts
index 9a32999ad35c2..97f048ea0d916 100644
--- a/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_kbn_url_state_storage.ts
+++ b/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_kbn_url_state_storage.ts
@@ -27,7 +27,7 @@ import {
  * 3. Takes care of listening to the URL updates and notifies state about the updates.
  * 4. Takes care of batching URL updates to prevent redundant browser history records.
  *
- * {@link https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/docs/state_sync/storages/kbn_url_storage.md | Refer to this guide for more info}
+ * {@link https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/docs/state_sync/storages/kbn_url_storage.md | Refer to this guide for more info}
  * @public
  */
 export interface IKbnUrlStateStorage extends IStateStorage {
diff --git a/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_session_storage_state_storage.ts b/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_session_storage_state_storage.ts
index 53fb267b0cb0a..e3d300bc3bc1c 100644
--- a/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_session_storage_state_storage.ts
+++ b/src/plugins/kibana_utils/public/state_sync/state_sync_state_storage/create_session_storage_state_storage.ts
@@ -10,7 +10,7 @@ import { IStateStorage } from './types';
 
 /**
  * {@link IStateStorage} for storing state in browser {@link Storage}
- * {@link https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/docs/state_sync/storages/session_storage.md | guide}
+ * {@link https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/docs/state_sync/storages/session_storage.md | guide}
  * @public
  */
 export interface ISessionStorageStateStorage extends IStateStorage {
@@ -20,7 +20,7 @@ export interface ISessionStorageStateStorage extends IStateStorage {
 
 /**
  * Creates {@link ISessionStorageStateStorage}
- * {@link https://github.com/elastic/kibana/blob/master/src/plugins/kibana_utils/docs/state_sync/storages/session_storage.md | guide}
+ * {@link https://github.com/elastic/kibana/blob/main/src/plugins/kibana_utils/docs/state_sync/storages/session_storage.md | guide}
  * @param storage - Option {@link Storage} to use for storing state. By default window.sessionStorage.
  * @returns - {@link ISessionStorageStateStorage}
  * @public
diff --git a/src/plugins/presentation_util/storybook/manager.ts b/src/plugins/presentation_util/storybook/manager.ts
index 0c7774fd00762..e38cbf418bc18 100644
--- a/src/plugins/presentation_util/storybook/manager.ts
+++ b/src/plugins/presentation_util/storybook/manager.ts
@@ -14,7 +14,7 @@ addons.setConfig({
   theme: create({
     base: 'light',
     brandTitle: 'Kibana Presentation Utility Storybook',
-    brandUrl: 'https://github.com/elastic/kibana/tree/master/src/plugins/presentation_util',
+    brandUrl: 'https://github.com/elastic/kibana/tree/main/src/plugins/presentation_util',
   }),
   showPanel: true.valueOf,
   selectedPanel: PANEL_ID,
diff --git a/src/plugins/ui_actions/README.asciidoc b/src/plugins/ui_actions/README.asciidoc
index 27b3eae3a52a7..8fd3d0378ce6e 100644
--- a/src/plugins/ui_actions/README.asciidoc
+++ b/src/plugins/ui_actions/README.asciidoc
@@ -69,15 +69,15 @@ action to execute.
 
 === Examples
 
-https://github.com/elastic/kibana/blob/master/examples/ui_action_examples/README.md[ui_action examples]
+https://github.com/elastic/kibana/blob/main/examples/ui_action_examples/README.md[ui_action examples]
 
 === API Docs
 
 ==== Server API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/ui_actions/server/kibana-plugin-plugins-ui_actions-server.uiactionssetup.md[Browser Setup contract]
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/ui_actions/server/kibana-plugin-plugins-ui_actions-server.uiactionsstart.md[Browser Start contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/ui_actions/server/kibana-plugin-plugins-ui_actions-server.uiactionssetup.md[Browser Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/ui_actions/server/kibana-plugin-plugins-ui_actions-server.uiactionsstart.md[Browser Start contract]
 
 ==== Browser API
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/ui_actions/public/kibana-plugin-plugins-ui_actions-public.uiactionssetup.md[Browser Setup contract]
-https://github.com/elastic/kibana/blob/master/docs/development/plugins/ui_actions/public/kibana-plugin-plugins-ui_actions-public.uiactionsstart.md[Browser Start contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/ui_actions/public/kibana-plugin-plugins-ui_actions-public.uiactionssetup.md[Browser Setup contract]
+https://github.com/elastic/kibana/blob/main/docs/development/plugins/ui_actions/public/kibana-plugin-plugins-ui_actions-public.uiactionsstart.md[Browser Start contract]
 
diff --git a/src/plugins/vis_types/timeseries/public/application/components/aggs/math.js b/src/plugins/vis_types/timeseries/public/application/components/aggs/math.js
index f00a485f2d759..f9b8b8f9632a0 100644
--- a/src/plugins/vis_types/timeseries/public/application/components/aggs/math.js
+++ b/src/plugins/vis_types/timeseries/public/application/components/aggs/math.js
@@ -115,7 +115,7 @@ export function MathAgg(props) {
                 values={{
                   link: (
                     <EuiLink
-                      href="https://github.com/elastic/kibana/blob/master/packages/kbn-tinymath/docs/functions.md"
+                      href="https://github.com/elastic/kibana/blob/main/packages/kbn-tinymath/docs/functions.md"
                       target="_blank"
                     >
                       <FormattedMessage
diff --git a/x-pack/examples/alerting_example/public/plugin.tsx b/x-pack/examples/alerting_example/public/plugin.tsx
index 242fd6e1fd2f5..25b6800ade2e8 100644
--- a/x-pack/examples/alerting_example/public/plugin.tsx
+++ b/x-pack/examples/alerting_example/public/plugin.tsx
@@ -67,7 +67,7 @@ export class AlertingExamplePlugin implements Plugin<Setup, Start, AlertingExamp
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/x-pack/plugins/alerting',
+          href: 'https://github.com/elastic/kibana/tree/main/x-pack/plugins/alerting',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/x-pack/examples/embedded_lens_example/public/plugin.ts b/x-pack/examples/embedded_lens_example/public/plugin.ts
index 991c506ed5796..f0f799ea8f8ec 100644
--- a/x-pack/examples/embedded_lens_example/public/plugin.ts
+++ b/x-pack/examples/embedded_lens_example/public/plugin.ts
@@ -39,7 +39,7 @@ export class EmbeddedLensExamplePlugin
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/x-pack/examples/embedded_lens_example',
+          href: 'https://github.com/elastic/kibana/tree/main/x-pack/examples/embedded_lens_example',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/x-pack/examples/ui_actions_enhanced_examples/public/plugin.ts b/x-pack/examples/ui_actions_enhanced_examples/public/plugin.ts
index d41b18addcca4..76cfe32ea9ec3 100644
--- a/x-pack/examples/ui_actions_enhanced_examples/public/plugin.ts
+++ b/x-pack/examples/ui_actions_enhanced_examples/public/plugin.ts
@@ -141,7 +141,7 @@ export class UiActionsEnhancedExamplesPlugin
       links: [
         {
           label: 'README',
-          href: 'https://github.com/elastic/kibana/tree/master/x-pack/examples/ui_actions_enhanced_examples#ui-actions-enhanced-examples',
+          href: 'https://github.com/elastic/kibana/tree/main/x-pack/examples/ui_actions_enhanced_examples#ui-actions-enhanced-examples',
           iconType: 'logoGithub',
           size: 's',
           target: '_blank',
diff --git a/x-pack/plugins/apm/server/index.ts b/x-pack/plugins/apm/server/index.ts
index 6bf3b2cb493f1..4b5c2b5d6134d 100644
--- a/x-pack/plugins/apm/server/index.ts
+++ b/x-pack/plugins/apm/server/index.ts
@@ -14,7 +14,7 @@ import { maxSuggestions } from '../../observability/common';
 import { SearchAggregatedTransactionSetting } from '../common/aggregated_transactions';
 import { APMPlugin } from './plugin';
 
-// All options should be documented in the APM configuration settings: https://github.com/elastic/kibana/blob/master/docs/settings/apm-settings.asciidoc
+// All options should be documented in the APM configuration settings: https://github.com/elastic/kibana/blob/main/docs/settings/apm-settings.asciidoc
 // and be included on cloud allow list unless there are specific reasons not to
 const configSchema = schema.object({
   serviceMapEnabled: schema.boolean({ defaultValue: true }),
diff --git a/x-pack/plugins/canvas/PLUGINS.mdx b/x-pack/plugins/canvas/PLUGINS.mdx
index 0f93948d663a0..77fe65f864607 100644
--- a/x-pack/plugins/canvas/PLUGINS.mdx
+++ b/x-pack/plugins/canvas/PLUGINS.mdx
@@ -222,7 +222,7 @@ Now, let's try out our new server function.
 
 You should now see one random number and one "Server Time in ms" value.
 
-> More information about building Kibana Plugins can be found in [src/core](https://github.com/elastic/kibana/blob/master/src/core/README.md)
+> More information about building Kibana Plugins can be found in [src/core](https://github.com/elastic/kibana/blob/main/src/core/README.md)
 
 ### My Canvas Plugin stopped working
 
diff --git a/x-pack/plugins/canvas/i18n/README.md b/x-pack/plugins/canvas/i18n/README.md
index 45459b4191fae..42e088abaa320 100644
--- a/x-pack/plugins/canvas/i18n/README.md
+++ b/x-pack/plugins/canvas/i18n/README.md
@@ -1,6 +1,6 @@
 # Canvas and Internationalization (i18n)
 
-Creating i18n strings in Kibana requires use of the [`@kbn/i18n`](https://github.com/elastic/kibana/blob/master/packages/kbn-i18n/GUIDELINE.md) library. The following outlines the strategy for localizing strings in Canvas
+Creating i18n strings in Kibana requires use of the [`@kbn/i18n`](https://github.com/elastic/kibana/blob/main/packages/kbn-i18n/GUIDELINE.md) library. The following outlines the strategy for localizing strings in Canvas
 
 ## Why i18n Dictionaries
 
diff --git a/x-pack/plugins/canvas/public/services/kibana/notify.ts b/x-pack/plugins/canvas/public/services/kibana/notify.ts
index 0082b523d050e..1752840127fe1 100644
--- a/x-pack/plugins/canvas/public/services/kibana/notify.ts
+++ b/x-pack/plugins/canvas/public/services/kibana/notify.ts
@@ -42,7 +42,7 @@ export const notifyServiceFactory: CanvasNotifyServiceFactory = ({ coreStart })
   return {
     /*
      * @param {(string | Object)} err: message or Error object
-     * @param {Object} opts: option to override toast title or icon, see https://github.com/elastic/kibana/blob/master/src/legacy/ui/public/notify/toasts/TOAST_NOTIFICATIONS.md
+     * @param {Object} opts: option to override toast title or icon, see https://github.com/elastic/kibana/blob/main/src/legacy/ui/public/notify/toasts/TOAST_NOTIFICATIONS.md
      */
     error(err, opts) {
       toasts.addDanger(getToast(err, opts));
diff --git a/x-pack/plugins/canvas/storybook/addon/src/register.tsx b/x-pack/plugins/canvas/storybook/addon/src/register.tsx
index 1e99d6bdb74eb..71a3684b171aa 100644
--- a/x-pack/plugins/canvas/storybook/addon/src/register.tsx
+++ b/x-pack/plugins/canvas/storybook/addon/src/register.tsx
@@ -39,7 +39,7 @@ addons.setConfig({
   theme: create({
     base: 'light',
     brandTitle: 'Canvas Storybook',
-    brandUrl: 'https://github.com/elastic/kibana/tree/master/x-pack/plugins/canvas',
+    brandUrl: 'https://github.com/elastic/kibana/tree/main/x-pack/plugins/canvas',
   }),
   showPanel: true,
   isFullscreen: false,
diff --git a/x-pack/plugins/cases/README.md b/x-pack/plugins/cases/README.md
index f28926eb52052..a4c3b46ae9973 100644
--- a/x-pack/plugins/cases/README.md
+++ b/x-pack/plugins/cases/README.md
@@ -167,7 +167,7 @@ UI component:
 
 _***Feature in development, disabled by default**_
 
-See [Kibana Actions](https://github.com/elastic/kibana/tree/master/x-pack/plugins/actions) for more information.
+See [Kibana Actions](https://github.com/elastic/kibana/tree/main/x-pack/plugins/actions) for more information.
 
 
 ID: `.case`
diff --git a/x-pack/plugins/enterprise_search/public/applications/index.tsx b/x-pack/plugins/enterprise_search/public/applications/index.tsx
index 04fa3ae681045..fef40ed00bfc1 100644
--- a/x-pack/plugins/enterprise_search/public/applications/index.tsx
+++ b/x-pack/plugins/enterprise_search/public/applications/index.tsx
@@ -96,7 +96,7 @@ export const renderApp = (
  * Render function for Kibana's header action menu chrome -
  * reusable by any Enterprise Search plugin simply by passing in
  * a custom HeaderActions component (e.g., WorkplaceSearchHeaderActions)
- * @see https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.appmountparameters.setheaderactionmenu.md
+ * @see https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.appmountparameters.setheaderactionmenu.md
  */
 
 export const renderHeaderActions = (
diff --git a/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/generate_title.ts b/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/generate_title.ts
index ca24be5864b84..650aa00d1801d 100644
--- a/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/generate_title.ts
+++ b/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/generate_title.ts
@@ -13,7 +13,7 @@ import {
 
 /**
  * Generate a document title that generally follows our breadcrumb trails
- * https://github.com/elastic/kibana/blob/master/docs/development/core/public/kibana-plugin-core-public.chromedoctitle.md
+ * https://github.com/elastic/kibana/blob/main/docs/development/core/public/kibana-plugin-core-public.chromedoctitle.md
  */
 
 type Title = string[];
diff --git a/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/set_chrome.tsx b/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/set_chrome.tsx
index e639f9d22fb4b..0d7e14f063248 100644
--- a/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/set_chrome.tsx
+++ b/x-pack/plugins/enterprise_search/public/applications/shared/kibana_chrome/set_chrome.tsx
@@ -22,7 +22,7 @@ import { enterpriseSearchTitle, appSearchTitle, workplaceSearchTitle } from './g
 
 /**
  * Helpers for setting Kibana chrome (breadcrumbs, doc titles) on React view mount
- * @see https://github.com/elastic/kibana/blob/master/src/core/public/chrome/chrome_service.tsx
+ * @see https://github.com/elastic/kibana/blob/main/src/core/public/chrome/chrome_service.tsx
  *
  * Example usage (don't forget to i18n.translate() page titles!):
  *
diff --git a/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.test.tsx b/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.test.tsx
index 5b02756e44b52..8d480b69b3fe5 100644
--- a/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.test.tsx
+++ b/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.test.tsx
@@ -79,7 +79,7 @@ describe('EnterpriseSearchPageTemplate', () => {
       expect(wrapper.find('.emptyState').exists()).toBe(true);
       expect(wrapper.find('.test').exists()).toBe(false);
 
-      // @see https://github.com/elastic/kibana/blob/master/dev_docs/tutorials/kibana_page_template.mdx#isemptystate
+      // @see https://github.com/elastic/kibana/blob/main/dev_docs/tutorials/kibana_page_template.mdx#isemptystate
       // if you want to use KibanaPageTemplate's `isEmptyState` without a custom emptyState
     });
 
diff --git a/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.tsx b/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.tsx
index affec11921545..7528fa14b7ae4 100644
--- a/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.tsx
+++ b/x-pack/plugins/enterprise_search/public/applications/shared/layout/page_template.tsx
@@ -32,7 +32,7 @@ import './page_template.scss';
  * WorkplaceSearchPageTemplate sitting on top of this template (:nesting_dolls:),
  * which in turn manages individual product-specific concerns (e.g. side navs, telemetry, etc.)
  *
- * @see https://github.com/elastic/kibana/tree/master/src/plugins/kibana_react/public/page_template
+ * @see https://github.com/elastic/kibana/tree/main/src/plugins/kibana_react/public/page_template
  * @see https://elastic.github.io/eui/#/layout/page
  */
 
diff --git a/x-pack/plugins/enterprise_search/public/applications/shared/log_stream/log_stream.tsx b/x-pack/plugins/enterprise_search/public/applications/shared/log_stream/log_stream.tsx
index e5dabdd51e543..c1f4262881bd2 100644
--- a/x-pack/plugins/enterprise_search/public/applications/shared/log_stream/log_stream.tsx
+++ b/x-pack/plugins/enterprise_search/public/applications/shared/log_stream/log_stream.tsx
@@ -17,7 +17,7 @@ import { LOGS_SOURCE_ID } from '../../../../common/constants';
  * default for timestamps. All other props get passed as-is to the underlying LogStream.
  *
  * Documentation links for reference:
- * - https://github.com/elastic/kibana/blob/master/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx
+ * - https://github.com/elastic/kibana/blob/main/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx
  * - Run `yarn storybook infra` for live docs
  */
 
diff --git a/x-pack/plugins/enterprise_search/server/lib/enterprise_search_http_agent.ts b/x-pack/plugins/enterprise_search/server/lib/enterprise_search_http_agent.ts
index 89210def248b3..b117918311120 100644
--- a/x-pack/plugins/enterprise_search/server/lib/enterprise_search_http_agent.ts
+++ b/x-pack/plugins/enterprise_search/server/lib/enterprise_search_http_agent.ts
@@ -59,7 +59,7 @@ class EnterpriseSearchHttpAgent {
   /*
    * Convert verificationMode to rejectUnauthorized for more consistent config settings
    * with the rest of Kibana
-   * @see https://github.com/elastic/kibana/blob/master/x-pack/plugins/actions/server/builtin_action_types/lib/get_node_tls_options.ts
+   * @see https://github.com/elastic/kibana/blob/main/x-pack/plugins/actions/server/builtin_action_types/lib/get_node_tls_options.ts
    */
   getAgentOptions(verificationMode: 'full' | 'certificate' | 'none') {
     const agentOptions: AgentOptions = {};
diff --git a/x-pack/plugins/enterprise_search/server/lib/route_config_helpers.ts b/x-pack/plugins/enterprise_search/server/lib/route_config_helpers.ts
index 87defff89bad4..554fe127b4353 100644
--- a/x-pack/plugins/enterprise_search/server/lib/route_config_helpers.ts
+++ b/x-pack/plugins/enterprise_search/server/lib/route_config_helpers.ts
@@ -33,8 +33,8 @@ interface ConfigWithoutBodyOptions<P, Q, B, Method extends RouteMethod>
  * The will pass a String Buffer to the route handler. The proper way to validate this when validation
  * is enabled to to use `body: schema.buffer()`.
  *
- * @see https://github.com/elastic/kibana/blob/master/docs/development/core/server/kibana-plugin-core-server.routeconfigoptionsbody.md
- * @see https://github.com/elastic/kibana/blob/master/packages/kbn-config-schema/README.md#schemabuffer
+ * @see https://github.com/elastic/kibana/blob/main/docs/development/core/server/kibana-plugin-core-server.routeconfigoptionsbody.md
+ * @see https://github.com/elastic/kibana/blob/main/packages/kbn-config-schema/README.md#schemabuffer
  *
  * Example:
  *  router.put({
diff --git a/x-pack/plugins/enterprise_search/server/plugin.ts b/x-pack/plugins/enterprise_search/server/plugin.ts
index f40046c22b419..29a744e487f40 100644
--- a/x-pack/plugins/enterprise_search/server/plugin.ts
+++ b/x-pack/plugins/enterprise_search/server/plugin.ts
@@ -172,7 +172,7 @@ export class EnterpriseSearchPlugin implements Plugin {
 
     /*
      * Register logs source configuration, used by LogStream components
-     * @see https://github.com/elastic/kibana/blob/master/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx#with-a-source-configuration
+     * @see https://github.com/elastic/kibana/blob/main/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx#with-a-source-configuration
      */
     infra.defineInternalSourceConfiguration(LOGS_SOURCE_ID, {
       name: 'Enterprise Search Logs',
diff --git a/x-pack/plugins/event_log/README.md b/x-pack/plugins/event_log/README.md
index 61f79c662fad6..0aac72d734f04 100644
--- a/x-pack/plugins/event_log/README.md
+++ b/x-pack/plugins/event_log/README.md
@@ -427,7 +427,7 @@ yarn test:jest x-pack/plugins/event_log --watch
 
 ### API Integration tests
 
-See: [`x-pack/test/plugin_api_integration/test_suites/event_log`](https://github.com/elastic/kibana/tree/master/x-pack/test/plugin_api_integration/test_suites/event_log).
+See: [`x-pack/test/plugin_api_integration/test_suites/event_log`](https://github.com/elastic/kibana/tree/main/x-pack/test/plugin_api_integration/test_suites/event_log).
 
 To develop integration tests, first start the test server from the root of the repo:
 
diff --git a/x-pack/plugins/fleet/README.md b/x-pack/plugins/fleet/README.md
index ce8e95c83d6bd..80d13b28c8265 100644
--- a/x-pack/plugins/fleet/README.md
+++ b/x-pack/plugins/fleet/README.md
@@ -2,7 +2,7 @@
 
 ## Plugin
 
-- The plugin is enabled by default. See the TypeScript type for the [the available plugin configuration options](https://github.com/elastic/kibana/blob/master/x-pack/plugins/fleet/common/types/index.ts#L9-L27)
+- The plugin is enabled by default. See the TypeScript type for the [the available plugin configuration options](https://github.com/elastic/kibana/blob/main/x-pack/plugins/fleet/common/types/index.ts#L9-L27)
 - Adding `xpack.fleet.enabled=false` will disable the plugin including the EPM and Fleet features. It will also remove the `PACKAGE_POLICY_API_ROUTES` and `AGENT_POLICY_API_ROUTES` values in [`common/constants/routes.ts`](./common/constants/routes.ts)
 - Adding `--xpack.fleet.agents.enabled=false` will disable the Fleet API & UI
   - [code for adding the routes](https://github.com/elastic/kibana/blob/1f27d349533b1c2865c10c45b2cf705d7416fb36/x-pack/plugins/ingest_manager/server/plugin.ts#L115-L133)
@@ -26,7 +26,7 @@ Also you need to configure the hosts your agent is going to use to comunication
 
 ### Getting started
 
-See the Kibana docs for [how to set up your dev environment](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md#setting-up-your-development-environment), [run Elasticsearch](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md#running-elasticsearch), and [start Kibana](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md#running-kibana)
+See the Kibana docs for [how to set up your dev environment](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md#setting-up-your-development-environment), [run Elasticsearch](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md#running-elasticsearch), and [start Kibana](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md#running-kibana)
 
 One common development workflow is:
 
@@ -44,7 +44,7 @@ One common development workflow is:
   ```
 
 This plugin follows the `common`, `server`, `public` structure from the [Architecture Style Guide
-](https://github.com/elastic/kibana/blob/master/style_guides/architecture_style_guide.md#file-and-folder-structure). We also follow the pattern of developing feature branches under your personal fork of Kibana.
+](https://github.com/elastic/kibana/blob/main/style_guides/architecture_style_guide.md#file-and-folder-structure). We also follow the pattern of developing feature branches under your personal fork of Kibana.
 
 Note: The plugin was previously named Ingest Manager it's possible that some variables are still named with that old plugin name.
 
diff --git a/x-pack/plugins/fleet/dev_docs/api_integration_tests.md b/x-pack/plugins/fleet/dev_docs/api_integration_tests.md
index bf1a84ae4c563..7372c06269ce4 100644
--- a/x-pack/plugins/fleet/dev_docs/api_integration_tests.md
+++ b/x-pack/plugins/fleet/dev_docs/api_integration_tests.md
@@ -35,7 +35,7 @@ Port `12345` is used as an example here, it can be anything, but the environment
 ## DockerServers service setup
 
 We use the `DockerServers` service provided by `kbn-test`. The documentation for this functionality can be found here:
-https://github.com/elastic/kibana/blob/master/packages/kbn-test/src/functional_test_runner/lib/docker_servers/README.md
+https://github.com/elastic/kibana/blob/main/packages/kbn-test/src/functional_test_runner/lib/docker_servers/README.md
 
 The main configuration for the `DockerServers` service for our tests can be found in `x-pack/test/fleet_api_integration/config.ts`:
 
diff --git a/x-pack/plugins/fleet/dev_docs/diagrams/architecture_overview/architecture_overview.excalidraw b/x-pack/plugins/fleet/dev_docs/diagrams/architecture_overview/architecture_overview.excalidraw
index bfd73693d156d..5be5f2758f00c 100644
--- a/x-pack/plugins/fleet/dev_docs/diagrams/architecture_overview/architecture_overview.excalidraw
+++ b/x-pack/plugins/fleet/dev_docs/diagrams/architecture_overview/architecture_overview.excalidraw
@@ -358,7 +358,7 @@
       ],
       "fontSize": 20,
       "fontFamily": 2,
-      "text": "Fleet and Integrations are both Kibana applications. Kibana's architecture\nallows for many plugins/application to exist and register themselves as distinct\nexperiences. The Fleet team mainly works on these two Kibana applications \nwithin the `xpack/plugins/fleet` directory in the Kibana codebase.\n\nhttps://github.com/elastic/kibana/tree/master/x-pack/plugins/fleet\nhttps://www.elastic.co/guide/en/fleet/current/fleet-overview.html\n",
+      "text": "Fleet and Integrations are both Kibana applications. Kibana's architecture\nallows for many plugins/application to exist and register themselves as distinct\nexperiences. The Fleet team mainly works on these two Kibana applications \nwithin the `xpack/plugins/fleet` directory in the Kibana codebase.\n\nhttps://github.com/elastic/kibana/tree/main/x-pack/plugins/fleet\nhttps://www.elastic.co/guide/en/fleet/current/fleet-overview.html\n",
       "baseline": 179,
       "textAlign": "left",
       "verticalAlign": "top"
diff --git a/x-pack/plugins/fleet/dev_docs/tracing.md b/x-pack/plugins/fleet/dev_docs/tracing.md
index 1f2d51cc214ec..e560766745043 100644
--- a/x-pack/plugins/fleet/dev_docs/tracing.md
+++ b/x-pack/plugins/fleet/dev_docs/tracing.md
@@ -10,7 +10,7 @@ To use it in Fleet,
       https://github.com/elastic/kibana/blob/a537f9af500bc3d3a6e2ceea8817ee89c474cbb0/x-pack/plugins/reporting/server/export_types/png/execute_job/index.ts#L30-L31
       - <details><summary>an example for <code>startTransaction</code></summary> <a href="https://www.elastic.co/guide/en/apm/agent/nodejs/current/transaction-api.html"><code>Transaction</code> docs</a><p><img width="700" alt="Screen Shot 2020-11-02 at 9 06 50 AM" src="https://user-images.githubusercontent.com/57655/97877262-e7b11800-1cea-11eb-9883-aeb4fb6b4554.png"></details>
       - <details><summary>an example for <code>startSpan</code></summary><a href="https://www.elastic.co/guide/en/apm/agent/nodejs/current/span-api.html"><code>Span</code> docs</a><p><img width="1008" alt="Screen Shot 2020-06-02 at 9 15 42 PM" src="https://user-images.githubusercontent.com/57655/83584866-590b5580-a516-11ea-8133-286353000d5c.png"></details>
-  1. start Kibana with APM enabled (as described in [Instrumenting with Elastic APM](https://github.com/elastic/kibana/blob/master/docs/developer/getting-started/debugging.asciidoc#instrumenting-with-elastic-apm))
+  1. start Kibana with APM enabled (as described in [Instrumenting with Elastic APM](https://github.com/elastic/kibana/blob/main/docs/developer/getting-started/debugging.asciidoc#instrumenting-with-elastic-apm))
       - <details><summary>via env variable or <code>config/apm.dev.js</code></summary>
         <code>ELASTIC_APM_ACTIVE=true yarn start</code>
         <p>or <code>module.exports = {
diff --git a/x-pack/plugins/fleet/storybook/manager.ts b/x-pack/plugins/fleet/storybook/manager.ts
index 471a735ed370f..193364f06a62e 100644
--- a/x-pack/plugins/fleet/storybook/manager.ts
+++ b/x-pack/plugins/fleet/storybook/manager.ts
@@ -13,7 +13,7 @@ addons.setConfig({
   theme: create({
     base: 'light',
     brandTitle: 'Kibana Fleet Storybook',
-    brandUrl: 'https://github.com/elastic/kibana/tree/master/x-pack/plugins/fleet',
+    brandUrl: 'https://github.com/elastic/kibana/tree/main/x-pack/plugins/fleet',
   }),
   showPanel: true.valueOf,
   selectedPanel: PANEL_ID,
diff --git a/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx b/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx
index b241147c8d675..99580adfed5bb 100644
--- a/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx
+++ b/x-pack/plugins/infra/public/components/log_stream/log_stream.stories.mdx
@@ -172,7 +172,7 @@ To use the component your plugin needs to follow certain criteria:
 
 - Ensure `"infra"` and `"data"` are specified as a `requiredPlugins` in your plugin's `kibana.json`.
 - Ensure the `<LogStream />` component is mounted inside the hierachy of a [`kibana-react` provider](https://github.com/elastic/kibana/blob/b2d0aa7b7fae1c89c8f9e8854ae73e71be64e765/src/plugins/kibana_react/README.md#L45). At a minimum, the kibana-react provider must pass `http` (from core start services) and `data` (from core plugin start dependencies).
-- Ensure the `<LogStream />` component is mounted inside the hierachy of a [`EuiThemeProvider`](https://github.com/elastic/kibana/blob/master/src/plugins/kibana_react/common/eui_styled_components.tsx).
+- Ensure the `<LogStream />` component is mounted inside the hierachy of a [`EuiThemeProvider`](https://github.com/elastic/kibana/blob/main/src/plugins/kibana_react/common/eui_styled_components.tsx).
 
 ## Usage
 
diff --git a/x-pack/plugins/infra/public/components/log_stream/log_stream.tsx b/x-pack/plugins/infra/public/components/log_stream/log_stream.tsx
index 2698e975cebca..eadb9d129c5a2 100644
--- a/x-pack/plugins/infra/public/components/log_stream/log_stream.tsx
+++ b/x-pack/plugins/infra/public/components/log_stream/log_stream.tsx
@@ -105,7 +105,7 @@ export const LogStreamContent: React.FC<LogStreamContentProps> = ({
       `<LogStream /> cannot access kibana core services.
 
 Ensure the component is mounted within kibana-react's <KibanaContextProvider> hierarchy.
-Read more at https://github.com/elastic/kibana/blob/master/src/plugins/kibana_react/README.md"
+Read more at https://github.com/elastic/kibana/blob/main/src/plugins/kibana_react/README.md"
 `
     );
   }
diff --git a/x-pack/plugins/ingest_pipelines/README.md b/x-pack/plugins/ingest_pipelines/README.md
index dd7c130c7a72d..04cfc23cfbbff 100644
--- a/x-pack/plugins/ingest_pipelines/README.md
+++ b/x-pack/plugins/ingest_pipelines/README.md
@@ -13,7 +13,7 @@ It requires a Basic license and the following cluster privileges: `manage_pipeli
 
 A new app called Ingest Pipelines is registered in the Management section and follows a typical CRUD UI pattern. The client-side portion of this app lives in [public/application](public/application) and uses endpoints registered in [server/routes/api](server/routes/api). For more information on the pipeline processors editor component, check out the [component readme](public/application/components/pipeline_processors_editor/README.md).
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions on setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions on setting up your development environment.
 
 ### Test coverage
 
diff --git a/x-pack/plugins/ml/readme.md b/x-pack/plugins/ml/readme.md
index 8425054d3f648..79ba88e67be8b 100644
--- a/x-pack/plugins/ml/readme.md
+++ b/x-pack/plugins/ml/readme.md
@@ -146,11 +146,11 @@ and Kibana instance that the tests will be run against.
 You can find the ML shared functions in the following files in GitHub:
 
 ```
-https://github.com/elastic/kibana/blob/master/x-pack/plugins/ml/public/shared.ts
+https://github.com/elastic/kibana/blob/main/x-pack/plugins/ml/public/shared.ts
 ```
 
 ```
-https://github.com/elastic/kibana/blob/master/x-pack/plugins/ml/server/shared.ts
+https://github.com/elastic/kibana/blob/main/x-pack/plugins/ml/server/shared.ts
 ```
 
 These functions are shared from the root of the ML plugin, you can import them with an import statement. For example:
diff --git a/x-pack/plugins/osquery/README.md b/x-pack/plugins/osquery/README.md
index e0861fab2040b..fde90bb689673 100755
--- a/x-pack/plugins/osquery/README.md
+++ b/x-pack/plugins/osquery/README.md
@@ -6,4 +6,4 @@ This plugin adds extended support to Security Solution Fleet Osquery integration
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions setting up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions setting up your development environment.
diff --git a/x-pack/plugins/security_solution/cypress/README.md b/x-pack/plugins/security_solution/cypress/README.md
index b500091aacc2d..4d9f5d40ffe3e 100644
--- a/x-pack/plugins/security_solution/cypress/README.md
+++ b/x-pack/plugins/security_solution/cypress/README.md
@@ -357,7 +357,7 @@ Note that the command will create the folder if it does not exist.
 
 ### Using an archive from within the Cypress tests
 
-Task [cypress/tasks/es_archiver.ts](https://github.com/elastic/kibana/blob/master/x-pack/plugins/security_solution/cypress/tasks/es_archiver.ts) provides helpers such as `esArchiverLoad` and `esArchiverUnload` by means of `es_archiver`'s CLI.
+Task [cypress/tasks/es_archiver.ts](https://github.com/elastic/kibana/blob/main/x-pack/plugins/security_solution/cypress/tasks/es_archiver.ts) provides helpers such as `esArchiverLoad` and `esArchiverUnload` by means of `es_archiver`'s CLI.
 
 Because of `cy.exec`, used to invoke `es_archiver`, it's necessary to override its environment with `NODE_TLS_REJECT_UNAUTHORIZED=1`. It indeed would inject `NODE_TLS_REJECT_UNAUTHORIZED=0` and make `es_archive` otherwise abort with the following warning if used over https:
 
@@ -374,7 +374,7 @@ Incorrect handling of the above points might result in false positives, in that
 
 #### Remote data loading
 
-Helpers `esArchiverCCSLoad` and `esArchiverCCSUnload` are provided by [cypress/tasks/es_archiver.ts](https://github.com/elastic/kibana/blob/master/x-pack/plugins/security_solution/cypress/tasks/es_archiver.ts):
+Helpers `esArchiverCCSLoad` and `esArchiverCCSUnload` are provided by [cypress/tasks/es_archiver.ts](https://github.com/elastic/kibana/blob/main/x-pack/plugins/security_solution/cypress/tasks/es_archiver.ts):
 
 ```javascript
 import { esArchiverCCSLoad, esArchiverCCSUnload } from '../../tasks/es_archiver';
diff --git a/x-pack/plugins/security_solution/public/resolver/documentation/schema.md b/x-pack/plugins/security_solution/public/resolver/documentation/schema.md
index 3870face0d821..61b923d25d3e3 100644
--- a/x-pack/plugins/security_solution/public/resolver/documentation/schema.md
+++ b/x-pack/plugins/security_solution/public/resolver/documentation/schema.md
@@ -12,7 +12,7 @@ for the elastic endpoint and winlogbeat's sysmon data.
 
 ## Schema Format
 
-The predefined schemas are located here <https://github.com/elastic/kibana/blob/master/x-pack/plugins/security_solution/server/endpoint/routes/resolver/entity.ts#L34>
+The predefined schemas are located here <https://github.com/elastic/kibana/blob/main/x-pack/plugins/security_solution/server/endpoint/routes/resolver/entity.ts#L34>
 
 ```typescript
 const supportedSchemas: SupportedSchema[] = [
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/README.md b/x-pack/plugins/security_solution/server/lib/detection_engine/README.md
index 5806df1de0e3d..a2385e15a1bf2 100644
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/README.md
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/README.md
@@ -152,8 +152,8 @@ logging.events:
 ```
 
 See these two README.md's pages for more references on the alerting and actions API:
-https://github.com/elastic/kibana/blob/master/x-pack/plugins/alerting/README.md
-https://github.com/elastic/kibana/tree/master/x-pack/plugins/actions
+https://github.com/elastic/kibana/blob/main/x-pack/plugins/alerting/README.md
+https://github.com/elastic/kibana/tree/main/x-pack/plugins/actions
 
 ### Signals API
 
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/rules/prepackaged_timelines/README.md b/x-pack/plugins/security_solution/server/lib/detection_engine/rules/prepackaged_timelines/README.md
index 1b8516ee16012..09257371bca60 100644
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/rules/prepackaged_timelines/README.md
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/rules/prepackaged_timelines/README.md
@@ -4,7 +4,7 @@
 
 
 
-1.  [Have the env params set up](https://github.com/elastic/kibana/blob/master/x-pack/plugins/security_solution/server/lib/detection_engine/README.md)
+1.  [Have the env params set up](https://github.com/elastic/kibana/blob/main/x-pack/plugins/security_solution/server/lib/detection_engine/README.md)
 
 2. Create a new timelines template into `x-pack/plugins/security_solution/server/lib/detection_engine/rules/prepackaged_timelines`
 
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_instances.sh b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_instances.sh
index 01248d32cf025..90c7529c29802 100755
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_instances.sh
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_instances.sh
@@ -11,7 +11,7 @@ set -e
 ./check_env_variables.sh
 
 # Example: ./get_action_instances.sh
-# https://github.com/elastic/kibana/blob/master/x-pack/plugins/actions/README.md#get-apiaction_find-find-actions
+# https://github.com/elastic/kibana/blob/main/x-pack/plugins/actions/README.md#get-apiaction_find-find-actions
 curl -s -k \
   -u ${ELASTICSEARCH_USERNAME}:${ELASTICSEARCH_PASSWORD} \
   -X GET ${KIBANA_URL}${SPACE_URL}/api/actions \
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_types.sh b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_types.sh
index 0aa6eeb04c28e..3b7006e02a52d 100755
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_types.sh
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_action_types.sh
@@ -11,7 +11,7 @@ set -e
 ./check_env_variables.sh
 
 # Example: ./get_action_types.sh
-# https://github.com/elastic/kibana/blob/master/x-pack/plugins/actions/README.md
+# https://github.com/elastic/kibana/blob/main/x-pack/plugins/actions/README.md
 curl -s -k \
   -u ${ELASTICSEARCH_USERNAME}:${ELASTICSEARCH_PASSWORD} \
   -X GET ${KIBANA_URL}${SPACE_URL}/api/actions/connector_types \
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_instances.sh b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_instances.sh
index f5df0c368300c..f2ba9bb70a7c6 100755
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_instances.sh
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_instances.sh
@@ -11,7 +11,7 @@ set -e
 ./check_env_variables.sh
 
 # Example: ./get_alert_instances.sh
-# https://github.com/elastic/kibana/blob/master/x-pack/plugins/alerting/README.md#get-apialert_find-find-alerts
+# https://github.com/elastic/kibana/blob/main/x-pack/plugins/alerting/README.md#get-apialert_find-find-alerts
 curl -s -k \
   -u ${ELASTICSEARCH_USERNAME}:${ELASTICSEARCH_PASSWORD} \
   -X GET ${KIBANA_URL}${SPACE_URL}/api/alerts/_find \
diff --git a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_types.sh b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_types.sh
index 46659766bce16..9b51c289ac2c3 100755
--- a/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_types.sh
+++ b/x-pack/plugins/security_solution/server/lib/detection_engine/scripts/get_alert_types.sh
@@ -11,7 +11,7 @@ set -e
 ./check_env_variables.sh
 
 # Example: ./get_alert_types.sh
-# https://github.com/elastic/kibana/blob/master/x-pack/plugins/alerting/README.md#get-apialerttypes-list-alert-types
+# https://github.com/elastic/kibana/blob/main/x-pack/plugins/alerting/README.md#get-apialerttypes-list-alert-types
 curl -s -k \
   -u ${ELASTICSEARCH_USERNAME}:${ELASTICSEARCH_PASSWORD} \
   -X GET ${KIBANA_URL}${SPACE_URL}/api/alerts/list_alert_types \
diff --git a/x-pack/plugins/security_solution/server/lib/timeline/constants.ts b/x-pack/plugins/security_solution/server/lib/timeline/constants.ts
index e38096bc2e82c..916fe726210cd 100644
--- a/x-pack/plugins/security_solution/server/lib/timeline/constants.ts
+++ b/x-pack/plugins/security_solution/server/lib/timeline/constants.ts
@@ -12,7 +12,7 @@ export const SAVED_QUERY_ID_REF_NAME = 'savedQueryId';
 
 /**
  * This needs to match the type of the saved query saved object. That type is defined here:
- * https://github.com/elastic/kibana/blob/master/src/plugins/data/public/query/saved_query/saved_query_service.ts#L54
+ * https://github.com/elastic/kibana/blob/main/src/plugins/data/public/query/saved_query/saved_query_service.ts#L54
  */
 export const SAVED_QUERY_TYPE = 'query';
 
diff --git a/x-pack/plugins/telemetry_collection_xpack/README.md b/x-pack/plugins/telemetry_collection_xpack/README.md
index 6c205bb17c663..b055719c19585 100644
--- a/x-pack/plugins/telemetry_collection_xpack/README.md
+++ b/x-pack/plugins/telemetry_collection_xpack/README.md
@@ -6,4 +6,4 @@ Gathers all usage collection, retrieving them from both: OSS and X-Pack plugins.
 
 ## Development
 
-See the [kibana contributing guide](https://github.com/elastic/kibana/blob/master/CONTRIBUTING.md) for instructions on how to set up your development environment.
+See the [kibana contributing guide](https://github.com/elastic/kibana/blob/main/CONTRIBUTING.md) for instructions on how to set up your development environment.
diff --git a/x-pack/plugins/translations/README.asciidoc b/x-pack/plugins/translations/README.asciidoc
index 3690297a097cb..52ab4b4fda8b8 100644
--- a/x-pack/plugins/translations/README.asciidoc
+++ b/x-pack/plugins/translations/README.asciidoc
@@ -2,4 +2,4 @@
 == Translations plugin
 
 Contains Elastic-supported translations. Owned by the Localizations team.
-For adding localizations and instrument a ui to support translated content, see https://github.com/elastic/kibana/tree/master/packages/kbn-i18n[kbn-i18n]
+For adding localizations and instrument a ui to support translated content, see https://github.com/elastic/kibana/tree/main/packages/kbn-i18n[kbn-i18n]
diff --git a/x-pack/plugins/triggers_actions_ui/README.md b/x-pack/plugins/triggers_actions_ui/README.md
index 999d62db304f8..d4967552080fe 100644
--- a/x-pack/plugins/triggers_actions_ui/README.md
+++ b/x-pack/plugins/triggers_actions_ui/README.md
@@ -256,7 +256,7 @@ Each alert type should be defined as `AlertTypeModel` object with the these prop
 |requiresAppContext|Define if alert type is enabled for create and edit in the alerting management UI.|
 
 IMPORTANT: The current UI supports a single action group only. 
-Action groups are mapped from the server API result for [GET /api/alerts/list_alert_types: List alert types](https://github.com/elastic/kibana/tree/master/x-pack/plugins/alerting#get-apialerttypes-list-alert-types).
+Action groups are mapped from the server API result for [GET /api/alerts/list_alert_types: List alert types](https://github.com/elastic/kibana/tree/main/x-pack/plugins/alerting#get-apialerttypes-list-alert-types).
 Server side alert type model:
 ```
 export interface AlertType {
@@ -294,7 +294,7 @@ triggersActionsUi.ruleTypeRegistry.register(getSomeNewAlertType());
 
 ## Create and register new alert type UI example
 
-Before registering a UI for a new Alert Type, you should first register the type on the server-side by following the Alerting guide: https://github.com/elastic/kibana/tree/master/x-pack/plugins/alerting#example 
+Before registering a UI for a new Alert Type, you should first register the type on the server-side by following the Alerting guide: https://github.com/elastic/kibana/tree/main/x-pack/plugins/alerting#example 
 
 Alert type UI is expected to be defined as `AlertTypeModel` object.
 
@@ -1149,7 +1149,7 @@ triggersActionsUi.actionTypeRegistry.register(getSomeNewActionType());
 
 ## Create and register new action type UI
 
-Before starting the UI implementation, the [server side registration](https://github.com/elastic/kibana/tree/master/x-pack/plugins/actions#action-types) should be done first.
+Before starting the UI implementation, the [server side registration](https://github.com/elastic/kibana/tree/main/x-pack/plugins/actions#action-types) should be done first.
 
 Action type UI is expected to be defined as `ActionTypeModel` object.
 
diff --git a/x-pack/test/fleet_api_integration/apis/epm/template.ts b/x-pack/test/fleet_api_integration/apis/epm/template.ts
index 6f29eb794e7d0..d8856ec392218 100644
--- a/x-pack/test/fleet_api_integration/apis/epm/template.ts
+++ b/x-pack/test/fleet_api_integration/apis/epm/template.ts
@@ -28,7 +28,7 @@ export default function ({ getService }: FtrProviderContext) {
     },
   ];
 
-  // This test was inspired by https://github.com/elastic/kibana/blob/master/x-pack/test/api_integration/apis/monitoring/common/mappings_exist.js
+  // This test was inspired by https://github.com/elastic/kibana/blob/main/x-pack/test/api_integration/apis/monitoring/common/mappings_exist.js
   describe('EPM - template', async () => {
     beforeEach(async () => {
       appContextService.start({