diff --git a/cmd/invoke.go b/cmd/invoke.go
index 775ad10e68..d2a05fb0ff 100644
--- a/cmd/invoke.go
+++ b/cmd/invoke.go
@@ -119,7 +119,7 @@ EXAMPLES
 	}
 
 	// Flags
-	cmd.Flags().StringP("format", "f", "", "Format of message to send, 'http' or 'cloudevent'.  Default is to choose automatically. ($FUNC_FORMAT)")
+	cmd.Flags().StringP("format", "f", "", "Format of message to send, 'http' or 'cloudevent(s)'.  Default is to choose automatically. ($FUNC_FORMAT)")
 	cmd.Flags().StringP("target", "t", "", "Function instance to invoke.  Can be 'local', 'remote' or a URL.  Defaults to auto-discovery if not provided. ($FUNC_TARGET)")
 	cmd.Flags().StringP("id", "", "", "ID for the request data. ($FUNC_ID)")
 	cmd.Flags().StringP("source", "", fn.DefaultInvokeSource, "Source value for the request data. ($FUNC_SOURCE)")
@@ -259,6 +259,11 @@ func newInvokeConfig() (cfg invokeConfig, err error) {
 		cfg.Data = b
 	}
 
+	switch strings.ToLower(cfg.Format) {
+	case "cloudevent", "cloudevents":
+		cfg.Format = "cloudevent"
+	}
+
 	// if not in confirm/prompting mode, the cfg structure is complete.
 	if !cfg.Confirm {
 		return
diff --git a/docs/reference/func_invoke.md b/docs/reference/func_invoke.md
index a904be2cbf..0ecaeb3529 100644
--- a/docs/reference/func_invoke.md
+++ b/docs/reference/func_invoke.md
@@ -100,7 +100,7 @@ func invoke
       --content-type string   Content Type of the data. ($FUNC_CONTENT_TYPE) (default "application/json")
       --data string           Data to send in the request. ($FUNC_DATA) (default "{\"message\":\"Hello World\"}")
       --file string           Path to a file to use as data. Overrides --data flag and should be sent with a correct --content-type. ($FUNC_FILE)
-  -f, --format string         Format of message to send, 'http' or 'cloudevent'.  Default is to choose automatically. ($FUNC_FORMAT)
+  -f, --format string         Format of message to send, 'http' or 'cloudevent(s)'.  Default is to choose automatically. ($FUNC_FORMAT)
   -h, --help                  help for invoke
       --id string             ID for the request data. ($FUNC_ID)
   -i, --insecure              Allow insecure server connections when using SSL. ($FUNC_INSECURE)