diff --git a/WORKSPACE b/WORKSPACE
index b4c7ac68ce..3219b7556d 100644
--- a/WORKSPACE
+++ b/WORKSPACE
@@ -135,7 +135,7 @@ ruby_bundle(
 
 http_archive(
     name = "lua",
-    build_file = "//bazel:lua.BUILD",
+    build_file = "//python/dist:lua.BUILD",
     sha256 = "b9e2e4aad6789b3b63a056d442f7b39f0ecfca3ae0f1fc0ae4e9614401b69f4b",
     strip_prefix = "lua-5.2.4",
     urls = [
@@ -160,7 +160,7 @@ http_archive(
     patch_cmds = ["find google -type f -name BUILD.bazel -delete"],
 )
 
-load("//bazel:system_python.bzl", "system_python")
+load("//python/dist:system_python.bzl", "system_python")
 
 system_python(
     name = "system_python",
diff --git a/bazel/BUILD b/bazel/BUILD
index 3535db9494..e94c62d1a6 100644
--- a/bazel/BUILD
+++ b/bazel/BUILD
@@ -6,8 +6,6 @@
 # https://developers.google.com/open-source/licenses/bsd
 
 load("@bazel_skylib//:bzl_library.bzl", "bzl_library")
-load("@bazel_skylib//lib:selects.bzl", "selects")
-load("@rules_python//python:defs.bzl", "py_binary")
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
@@ -15,48 +13,6 @@ load("@rules_python//python:defs.bzl", "py_binary")
 
 licenses(["notice"])
 
-# begin:google_only
-# selects.config_setting_group(
-#     name = "android_opt",
-#     match_all = [
-#         "//tools/cc_target_os:android",
-#         "//tools/compilation_mode:opt",
-#     ],
-# )
-# end:google_only
-
-py_binary(
-    name = "amalgamate",
-    srcs = ["amalgamate.py"],
-    visibility = ["//upb:__pkg__"],
-)
-
-# py_proto_library() is private rule, only intended for internal use by upb.
-# Hopefully py_proto_library() will eventually be available in rules_proto or
-# another upstream package.
-bzl_library(
-    name = "py_proto_library_bzl",
-    srcs = ["py_proto_library.bzl"],
-    deps = [
-        "@rules_python//python:py_info_bzl",
-    ],
-)
-
-bzl_library(
-    name = "upb_proto_library_internal_bzl",
-    srcs = [
-        "upb_proto_library_internal/aspect.bzl",
-        "upb_proto_library_internal/cc_library_func.bzl",
-        "upb_proto_library_internal/copts.bzl",
-        "upb_proto_library_internal/rule.bzl",
-    ],
-    deps = [
-        "@bazel_skylib//lib:paths",
-        "@bazel_tools//tools/cpp:toolchain_utils.bzl",
-        "@rules_proto//proto:defs",
-    ],
-)
-
 bzl_library(
     name = "upb_proto_library_bzl",
     srcs = [
@@ -67,7 +23,7 @@ bzl_library(
     ],
     visibility = ["//visibility:public"],
     deps = [
-        ":upb_proto_library_internal_bzl",
+        "//bazel/private:upb_proto_library_internal_bzl",
         "@rules_proto//proto:defs",
     ],
 )
diff --git a/bazel/private/BUILD b/bazel/private/BUILD
new file mode 100644
index 0000000000..c501c45fd0
--- /dev/null
+++ b/bazel/private/BUILD
@@ -0,0 +1,30 @@
+# Copyright (c) 2009-2021, Google LLC
+# All rights reserved.
+#
+# Use of this source code is governed by a BSD-style
+# license that can be found in the LICENSE file or at
+# https://developers.google.com/open-source/licenses/bsd
+
+load("@bazel_skylib//:bzl_library.bzl", "bzl_library")
+
+# begin:google_only
+# package(default_applicable_licenses = ["//upb:license"])
+# end:google_only
+
+licenses(["notice"])
+
+bzl_library(
+    name = "upb_proto_library_internal_bzl",
+    srcs = [
+        "upb_proto_library_internal/aspect.bzl",
+        "upb_proto_library_internal/cc_library_func.bzl",
+        "upb_proto_library_internal/copts.bzl",
+        "upb_proto_library_internal/rule.bzl",
+    ],
+    visibility = ["//bazel:__pkg__"],
+    deps = [
+        "@bazel_skylib//lib:paths",
+        "@bazel_tools//tools/cpp:toolchain_utils.bzl",
+        "@rules_proto//proto:defs",
+    ],
+)
diff --git a/bazel/upb_proto_library_internal/aspect.bzl b/bazel/private/upb_proto_library_internal/aspect.bzl
similarity index 98%
rename from bazel/upb_proto_library_internal/aspect.bzl
rename to bazel/private/upb_proto_library_internal/aspect.bzl
index e46beaa58c..3af579ae66 100644
--- a/bazel/upb_proto_library_internal/aspect.bzl
+++ b/bazel/private/upb_proto_library_internal/aspect.bzl
@@ -1,8 +1,8 @@
 """Implementation of the aspect that powers the upb_*_proto_library() rules."""
 
 load("@rules_proto//proto:defs.bzl", "proto_common")
-load("//bazel:upb_proto_library_internal/cc_library_func.bzl", "cc_library_func")
-load("//bazel:upb_proto_library_internal/copts.bzl", "UpbProtoLibraryCoptsInfo")
+load(":upb_proto_library_internal/cc_library_func.bzl", "cc_library_func")
+load(":upb_proto_library_internal/copts.bzl", "UpbProtoLibraryCoptsInfo")
 
 # begin:github_only
 _is_google3 = False
diff --git a/bazel/upb_proto_library_internal/cc_library_func.bzl b/bazel/private/upb_proto_library_internal/cc_library_func.bzl
similarity index 100%
rename from bazel/upb_proto_library_internal/cc_library_func.bzl
rename to bazel/private/upb_proto_library_internal/cc_library_func.bzl
diff --git a/bazel/upb_proto_library_internal/copts.bzl b/bazel/private/upb_proto_library_internal/copts.bzl
similarity index 100%
rename from bazel/upb_proto_library_internal/copts.bzl
rename to bazel/private/upb_proto_library_internal/copts.bzl
diff --git a/bazel/upb_proto_library_internal/rule.bzl b/bazel/private/upb_proto_library_internal/rule.bzl
similarity index 100%
rename from bazel/upb_proto_library_internal/rule.bzl
rename to bazel/private/upb_proto_library_internal/rule.bzl
diff --git a/bazel/upb_c_proto_library.bzl b/bazel/upb_c_proto_library.bzl
index b5bc22edc1..747081f022 100644
--- a/bazel/upb_c_proto_library.bzl
+++ b/bazel/upb_c_proto_library.bzl
@@ -1,9 +1,9 @@
 """upb_c_proto_library() exposes upb's generated C API for protobuf (foo.upb.h)"""
 
 load("//bazel:upb_minitable_proto_library.bzl", "UpbMinitableCcInfo", "upb_minitable_proto_library_aspect")
-load("//bazel:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
-load("//bazel:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
-load("//bazel:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
+load("//bazel/private:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
+load("//bazel/private:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
+load("//bazel/private:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
 
 UpbWrappedCcInfo = provider(
     "Provider for cc_info for protos",
diff --git a/bazel/upb_minitable_proto_library.bzl b/bazel/upb_minitable_proto_library.bzl
index 11a48a1467..a8edd6535d 100644
--- a/bazel/upb_minitable_proto_library.bzl
+++ b/bazel/upb_minitable_proto_library.bzl
@@ -1,8 +1,8 @@
 """upb_minitable_proto_library() exposes upb's generated minitables (foo.upb_minitable.h)"""
 
-load("//bazel:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
-load("//bazel:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
-load("//bazel:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
+load("//bazel/private:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
+load("//bazel/private:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
+load("//bazel/private:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
 
 UpbMinitableCcInfo = provider(
     "Provider for cc_info for protos",
diff --git a/bazel/upb_proto_library.bzl b/bazel/upb_proto_library.bzl
index e38444e538..1c8d552f0d 100644
--- a/bazel/upb_proto_library.bzl
+++ b/bazel/upb_proto_library.bzl
@@ -16,14 +16,14 @@ load(
     _upb_c_proto_library = "upb_c_proto_library",
     _upb_c_proto_library_aspect = "upb_c_proto_library_aspect",
 )
-load(
-    "//bazel:upb_proto_library_internal/aspect.bzl",
-    _GeneratedSrcsInfo = "GeneratedSrcsInfo",
-)
 load(
     "//bazel:upb_proto_reflection_library.bzl",
     _upb_proto_reflection_library = "upb_proto_reflection_library",
 )
+load(
+    "//bazel/private:upb_proto_library_internal/aspect.bzl",
+    _GeneratedSrcsInfo = "GeneratedSrcsInfo",
+)
 
 # Temporary alias, see b/291827469.
 upb_proto_library = _upb_c_proto_library
diff --git a/bazel/upb_proto_reflection_library.bzl b/bazel/upb_proto_reflection_library.bzl
index c61fce0f7d..b0eaeda884 100644
--- a/bazel/upb_proto_reflection_library.bzl
+++ b/bazel/upb_proto_reflection_library.bzl
@@ -1,9 +1,9 @@
 """upb_c_proto_reflection_library() exposes upb reflection for protobuf (foo.upbdefs.h)"""
 
 load("//bazel:upb_minitable_proto_library.bzl", "UpbMinitableCcInfo", "upb_minitable_proto_library_aspect")
-load("//bazel:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
-load("//bazel:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
-load("//bazel:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
+load("//bazel/private:upb_proto_library_internal/aspect.bzl", "upb_proto_aspect_impl")
+load("//bazel/private:upb_proto_library_internal/cc_library_func.bzl", "upb_use_cpp_toolchain")
+load("//bazel/private:upb_proto_library_internal/rule.bzl", "upb_proto_rule_impl")
 
 _UpbDefsWrappedCcInfo = provider("Provider for cc_info for protos", fields = ["cc_info"])
 
diff --git a/lua/BUILD.bazel b/lua/BUILD.bazel
index 5b7ccc9601..b464e234c4 100644
--- a/lua/BUILD.bazel
+++ b/lua/BUILD.bazel
@@ -5,15 +5,15 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_COPTS",
-    "UPB_DEFAULT_CPPOPTS",
-)
 load(
     "//lua:lua_proto_library.bzl",
     "lua_proto_library",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_COPTS",
+    "UPB_DEFAULT_CPPOPTS",
+)
 
 licenses(["notice"])
 
diff --git a/protobuf_deps.bzl b/protobuf_deps.bzl
index daa40e8e99..563c165e99 100644
--- a/protobuf_deps.bzl
+++ b/protobuf_deps.bzl
@@ -1,7 +1,7 @@
 """Load dependencies needed to compile the protobuf library as a 3rd-party consumer."""
 
 load("@bazel_tools//tools/build_defs/repo:http.bzl", "http_archive")
-load("//bazel:python_downloads.bzl", "python_nuget_package", "python_source_archive")
+load("//python/dist:python_downloads.bzl", "python_nuget_package", "python_source_archive")
 
 PROTOBUF_MAVEN_ARTIFACTS = [
     "com.google.caliper:caliper:1.0-beta-3",
diff --git a/protos/BUILD b/protos/BUILD
index 44ee58633a..0e0032c37b 100644
--- a/protos/BUILD
+++ b/protos/BUILD
@@ -5,14 +5,14 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_CPPOPTS",
-)
 load(
     "//protos/bazel:upb_cc_proto_library.bzl",
     "upb_cc_proto_library_copts",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_CPPOPTS",
+)
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/protos_generator/BUILD b/protos_generator/BUILD
index d5b65bfa00..88d38739e0 100644
--- a/protos_generator/BUILD
+++ b/protos_generator/BUILD
@@ -6,7 +6,7 @@
 # https://developers.google.com/open-source/licenses/bsd
 
 load(
-    "//bazel:build_defs.bzl",
+    "//upb/bazel:build_defs.bzl",
     "UPB_DEFAULT_CPPOPTS",
 )
 
diff --git a/protos_generator/tests/BUILD b/protos_generator/tests/BUILD
index cdc48c52b6..78edee5df7 100644
--- a/protos_generator/tests/BUILD
+++ b/protos_generator/tests/BUILD
@@ -9,10 +9,6 @@ load(
     "@rules_cc//cc:defs.bzl",
     "cc_proto_library",
 )
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_CPPOPTS",
-)
 load(
     "//bazel:upb_proto_library.bzl",
     "upb_c_proto_library",
@@ -21,6 +17,10 @@ load(
     "//protos/bazel:upb_cc_proto_library.bzl",
     "upb_cc_proto_library",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_CPPOPTS",
+)
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/python/BUILD.bazel b/python/BUILD.bazel
index 10277b747b..3e34bbdbc4 100644
--- a/python/BUILD.bazel
+++ b/python/BUILD.bazel
@@ -10,9 +10,9 @@ load("@bazel_skylib//rules:common_settings.bzl", "bool_flag", "string_flag")
 
 # begin:github_only
 load("@rules_pkg//pkg:mappings.bzl", "pkg_files")
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 load("//python:build_targets.bzl", "build_targets")
 load("//python:py_extension.bzl", "py_extension")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 build_targets(name = "python")
 # end:github_only
diff --git a/python/dist/BUILD.bazel b/python/dist/BUILD.bazel
index ff65cd14c7..1abe0bf4ae 100644
--- a/python/dist/BUILD.bazel
+++ b/python/dist/BUILD.bazel
@@ -5,6 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
+load("@bazel_skylib//:bzl_library.bzl", "bzl_library")
 load("@bazel_skylib//lib:selects.bzl", "selects")
 load("@pip_deps//:requirements.bzl", "requirement")
 load("@rules_pkg//pkg:mappings.bzl", "pkg_files", "strip_prefix")
@@ -12,8 +13,8 @@ load("@rules_pkg//pkg:tar.bzl", "pkg_tar")
 load("@rules_python//python:packaging.bzl", "py_wheel")
 load("@system_python//:version.bzl", "SYSTEM_PYTHON_VERSION")
 load("//:protobuf_version.bzl", "PROTOBUF_PYTHON_VERSION")
-load("//bazel:py_proto_library.bzl", "py_proto_library")
 load(":dist.bzl", "py_dist", "py_dist_module")
+load(":py_proto_library.bzl", "py_proto_library")
 
 licenses(["notice"])
 
@@ -451,3 +452,14 @@ py_dist(
     pure_python_wheel = ":pure_python_wheel",
     tags = ["manual"],
 )
+
+# py_proto_library() is private rule, only intended for internal use by upb.
+# Hopefully py_proto_library() will eventually be available in rules_proto or
+# another upstream package.
+bzl_library(
+    name = "py_proto_library_bzl",
+    srcs = ["py_proto_library.bzl"],
+    deps = [
+        "@rules_python//python:py_info_bzl",
+    ],
+)
diff --git a/bazel/lua.BUILD b/python/dist/lua.BUILD
similarity index 100%
rename from bazel/lua.BUILD
rename to python/dist/lua.BUILD
diff --git a/bazel/py_proto_library.bzl b/python/dist/py_proto_library.bzl
similarity index 100%
rename from bazel/py_proto_library.bzl
rename to python/dist/py_proto_library.bzl
diff --git a/bazel/python_downloads.bzl b/python/dist/python_downloads.bzl
similarity index 100%
rename from bazel/python_downloads.bzl
rename to python/dist/python_downloads.bzl
diff --git a/bazel/system_python.bzl b/python/dist/system_python.bzl
similarity index 100%
rename from bazel/system_python.bzl
rename to python/dist/system_python.bzl
diff --git a/upb/BUILD b/upb/BUILD
index b143088ce5..62b3a112f7 100644
--- a/upb/BUILD
+++ b/upb/BUILD
@@ -7,8 +7,8 @@
 
 load("@bazel_skylib//rules:common_settings.bzl", "bool_flag")
 load("@rules_python//python:defs.bzl", "py_binary")
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
-load("//bazel:upb_proto_library_internal/copts.bzl", "upb_proto_library_copts")
+load("//bazel/private:upb_proto_library_internal/copts.bzl", "upb_proto_library_copts")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 # begin:google_only
 # load("//tools/build_defs/kotlin/native:rules.bzl", "kt_native_interop_hint")
@@ -17,7 +17,7 @@ load("//bazel:upb_proto_library_internal/copts.bzl", "upb_proto_library_copts")
 
 # begin:github_only
 load(
-    "//bazel:amalgamation.bzl",
+    "//upb/bazel:amalgamation.bzl",
     "upb_amalgamation",
 )
 # end:github_only
diff --git a/upb/base/BUILD b/upb/base/BUILD
index c1ab1d3321..4c8802d064 100644
--- a/upb/base/BUILD
+++ b/upb/base/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "base",
diff --git a/upb/bazel/BUILD b/upb/bazel/BUILD
new file mode 100644
index 0000000000..03e7f3615b
--- /dev/null
+++ b/upb/bazel/BUILD
@@ -0,0 +1,31 @@
+# Copyright (c) 2009-2021, Google LLC
+# All rights reserved.
+#
+# Use of this source code is governed by a BSD-style
+# license that can be found in the LICENSE file or at
+# https://developers.google.com/open-source/licenses/bsd
+
+load("@bazel_skylib//lib:selects.bzl", "selects")
+load("@rules_python//python:defs.bzl", "py_binary")
+
+# begin:google_only
+# package(default_applicable_licenses = ["//upb:license"])
+# end:google_only
+
+licenses(["notice"])
+
+# begin:google_only
+# selects.config_setting_group(
+#     name = "android_opt",
+#     match_all = [
+#         "//tools/cc_target_os:android",
+#         "//tools/compilation_mode:opt",
+#     ],
+# )
+# end:google_only
+
+py_binary(
+    name = "amalgamate",
+    srcs = ["amalgamate.py"],
+    visibility = ["//upb:__pkg__"],
+)
diff --git a/bazel/amalgamate.py b/upb/bazel/amalgamate.py
similarity index 100%
rename from bazel/amalgamate.py
rename to upb/bazel/amalgamate.py
diff --git a/bazel/amalgamation.bzl b/upb/bazel/amalgamation.bzl
similarity index 94%
rename from bazel/amalgamation.bzl
rename to upb/bazel/amalgamation.bzl
index dd8ddf6b66..8f19516fc9 100644
--- a/bazel/amalgamation.bzl
+++ b/upb/bazel/amalgamation.bzl
@@ -7,7 +7,7 @@
 
 """Internal rules for building upb."""
 
-load(":upb_proto_library.bzl", "GeneratedSrcsInfo")
+load("//bazel:upb_proto_library.bzl", "GeneratedSrcsInfo")
 
 # upb_amalgamation() rule, with file_list aspect.
 
@@ -54,7 +54,7 @@ upb_amalgamation = rule(
         "_amalgamator": attr.label(
             executable = True,
             cfg = "exec",
-            default = "//bazel:amalgamate",
+            default = "//upb/bazel:amalgamate",
         ),
         "prefix": attr.string(
             default = "",
diff --git a/bazel/build_defs.bzl b/upb/bazel/build_defs.bzl
similarity index 95%
rename from bazel/build_defs.bzl
rename to upb/bazel/build_defs.bzl
index 2da636871e..fddec3b323 100644
--- a/bazel/build_defs.bzl
+++ b/upb/bazel/build_defs.bzl
@@ -32,7 +32,7 @@ UPB_DEFAULT_CPPOPTS = select({
     "//upb:windows": [],
     # begin:google_only
     #     # Override default -Oz for release builds on Android.
-    #     "//bazel:android_opt": _DEFAULT_CPPOPTS + ["-O2"],
+    #     "//upb/bazel:android_opt": _DEFAULT_CPPOPTS + ["-O2"],
     # end:google_only
     "//conditions:default": _DEFAULT_CPPOPTS,
 })
@@ -42,7 +42,7 @@ UPB_DEFAULT_COPTS = select({
     "//upb:fasttable_enabled_setting": ["-std=gnu99", "-DUPB_ENABLE_FASTTABLE"],
     # begin:google_only
     #     # Override default -Oz for release builds on Android.
-    #     "//bazel:android_opt": _DEFAULT_COPTS + ["-O2"],
+    #     "//upb/bazel:android_opt": _DEFAULT_COPTS + ["-O2"],
     # end:google_only
     "//conditions:default": _DEFAULT_COPTS,
 })
diff --git a/upb/cmake/BUILD.bazel b/upb/cmake/BUILD.bazel
index d79ede3a31..e17ce8450a 100644
--- a/upb/cmake/BUILD.bazel
+++ b/upb/cmake/BUILD.bazel
@@ -6,7 +6,7 @@
 # https://developers.google.com/open-source/licenses/bsd
 
 load(
-    "//bazel:build_defs.bzl",
+    "//upb/bazel:build_defs.bzl",
     "make_shell_script",
 )
 load(
diff --git a/upb/conformance/BUILD b/upb/conformance/BUILD
index eeb76e0437..943007dae2 100644
--- a/upb/conformance/BUILD
+++ b/upb/conformance/BUILD
@@ -5,16 +5,16 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_COPTS",
-    "make_shell_script",
-)
 load(
     "//bazel:upb_proto_library.bzl",
     "upb_c_proto_library",
     "upb_proto_reflection_library",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_COPTS",
+    "make_shell_script",
+)
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/upb/hash/BUILD b/upb/hash/BUILD
index 82e81ed26a..51f2da3941 100644
--- a/upb/hash/BUILD
+++ b/upb/hash/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/upb/json/BUILD b/upb/json/BUILD
index 835aa97972..8979918fe8 100644
--- a/upb/json/BUILD
+++ b/upb/json/BUILD
@@ -1,11 +1,11 @@
 # TODO: describe this package.
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 load(
     "//bazel:upb_proto_library.bzl",
     "upb_c_proto_library",
     "upb_proto_reflection_library",
 )
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/upb/lex/BUILD b/upb/lex/BUILD
index 8e757084fe..b12e37d041 100644
--- a/upb/lex/BUILD
+++ b/upb/lex/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/upb/mem/BUILD b/upb/mem/BUILD
index 4e6a89453f..d6ed12b989 100644
--- a/upb/mem/BUILD
+++ b/upb/mem/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "mem",
diff --git a/upb/message/BUILD b/upb/message/BUILD
index fd55eba72e..4d8c795f14 100644
--- a/upb/message/BUILD
+++ b/upb/message/BUILD
@@ -5,7 +5,6 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 load(
     "//bazel:upb_minitable_proto_library.bzl",
     "upb_minitable_proto_library",
@@ -15,6 +14,7 @@ load(
     "upb_c_proto_library",
     "upb_proto_reflection_library",
 )
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "message",
diff --git a/upb/mini_descriptor/BUILD b/upb/mini_descriptor/BUILD
index 29e2edfa96..f60d854052 100644
--- a/upb/mini_descriptor/BUILD
+++ b/upb/mini_descriptor/BUILD
@@ -1,5 +1,5 @@
 load(
-    "//bazel:build_defs.bzl",
+    "//upb/bazel:build_defs.bzl",
     "UPB_DEFAULT_COPTS",
     "UPB_DEFAULT_CPPOPTS",
 )
diff --git a/upb/mini_table/BUILD b/upb/mini_table/BUILD
index 20a36de647..2e486e0d91 100644
--- a/upb/mini_table/BUILD
+++ b/upb/mini_table/BUILD
@@ -6,7 +6,7 @@
 # https://developers.google.com/open-source/licenses/bsd
 
 load(
-    "//bazel:build_defs.bzl",
+    "//upb/bazel:build_defs.bzl",
     "UPB_DEFAULT_COPTS",
 )
 
diff --git a/upb/port/BUILD b/upb/port/BUILD
index db3a91f549..b72fa41a8b 100644
--- a/upb/port/BUILD
+++ b/upb/port/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "port",
diff --git a/upb/reflection/BUILD b/upb/reflection/BUILD
index 65681c2793..3e3cccb02c 100644
--- a/upb/reflection/BUILD
+++ b/upb/reflection/BUILD
@@ -5,7 +5,6 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 load("//bazel:upb_minitable_proto_library.bzl", "upb_minitable_proto_library")
 load("//bazel:upb_proto_library.bzl", "upb_proto_reflection_library")
 load(
@@ -13,6 +12,7 @@ load(
     "compile_edition_defaults",
     "embed_edition_defaults",
 )
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 load(
     "//upb/cmake:build_defs.bzl",
     "staleness_test",
diff --git a/upb/test/BUILD b/upb/test/BUILD
index 745cebd1d8..24ef674310 100644
--- a/upb/test/BUILD
+++ b/upb/test/BUILD
@@ -5,10 +5,6 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_CPPOPTS",
-)
 load(
     "//bazel:upb_minitable_proto_library.bzl",
     "upb_minitable_proto_library",
@@ -18,6 +14,10 @@ load(
     "upb_c_proto_library",
     "upb_proto_reflection_library",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_CPPOPTS",
+)
 
 # begin:google_only
 # package(default_applicable_licenses = ["//upb:license"])
diff --git a/upb/text/BUILD b/upb/text/BUILD
index c036e1c849..0f96b2db7d 100644
--- a/upb/text/BUILD
+++ b/upb/text/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "text",
diff --git a/upb/wire/BUILD b/upb/wire/BUILD
index 20994353fa..693a072bf7 100644
--- a/upb/wire/BUILD
+++ b/upb/wire/BUILD
@@ -5,7 +5,7 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load("//bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
+load("//upb/bazel:build_defs.bzl", "UPB_DEFAULT_COPTS")
 
 cc_library(
     name = "wire",
diff --git a/upb_generator/BUILD b/upb_generator/BUILD
index d406b9277b..89b6d0af0c 100644
--- a/upb_generator/BUILD
+++ b/upb_generator/BUILD
@@ -5,11 +5,6 @@
 # license that can be found in the LICENSE file or at
 # https://developers.google.com/open-source/licenses/bsd
 
-load(
-    "//bazel:build_defs.bzl",
-    "UPB_DEFAULT_COPTS",
-    "UPB_DEFAULT_CPPOPTS",
-)
 load(
     "//bazel:upb_minitable_proto_library.bzl",
     "upb_minitable_proto_library",
@@ -19,6 +14,11 @@ load(
     "upb_c_proto_library",
     "upb_proto_reflection_library",
 )
+load(
+    "//upb/bazel:build_defs.bzl",
+    "UPB_DEFAULT_COPTS",
+    "UPB_DEFAULT_CPPOPTS",
+)
 load(
     "//upb_generator:bootstrap_compiler.bzl",
     "bootstrap_cc_binary",