diff --git a/Makefile b/Makefile
index 6a046c09..4f39b92b 100644
--- a/Makefile
+++ b/Makefile
@@ -48,8 +48,7 @@ prepare:
 $(prepared_stamp):
 	$(MAKE) prepare
 
-images:
-	for profile in $(PROFILES); do $(MAKE) image/$$profile; done
+images: $(patsubst %,image/%,$(PROFILES))
 
 clean:
 	rm -rf $(GLUON_BUILDDIR)