diff --git a/projects/packages/blocks/changelog/add-enable-block-registration-by-path b/projects/packages/blocks/changelog/add-enable-block-registration-by-path
new file mode 100644
index 0000000000000..1e16ea25413aa
--- /dev/null
+++ b/projects/packages/blocks/changelog/add-enable-block-registration-by-path
@@ -0,0 +1,4 @@
+Significance: minor
+Type: added
+
+Enable block registration by specifying block.json path
diff --git a/projects/packages/blocks/composer.json b/projects/packages/blocks/composer.json
index e7767982eefd1..cdd02e3e09c1d 100644
--- a/projects/packages/blocks/composer.json
+++ b/projects/packages/blocks/composer.json
@@ -46,7 +46,7 @@
 			"link-template": "https://github.com/Automattic/jetpack-blocks/compare/v${old}...v${new}"
 		},
 		"branch-alias": {
-			"dev-trunk": "1.4.x-dev"
+			"dev-trunk": "1.5.x-dev"
 		}
 	},
 	"config": {
diff --git a/projects/packages/blocks/src/class-blocks.php b/projects/packages/blocks/src/class-blocks.php
index 9286bd4ebc36d..ca7ba94133908 100644
--- a/projects/packages/blocks/src/class-blocks.php
+++ b/projects/packages/blocks/src/class-blocks.php
@@ -27,7 +27,7 @@ class Blocks {
 	 *
 	 * @since 1.1.0
 	 *
-	 * @param string $slug Slug of the block.
+	 * @param string $slug Slug of the block or absolute path to the directory containing the block.json file.
 	 * @param array  $args {
 	 *     Arguments that are passed into register_block_type.
 	 *     See register_block_type for full list of arguments.
@@ -40,11 +40,29 @@ class Blocks {
 	 * @return WP_Block_Type|false The registered block type on success, or false on failure.
 	 */
 	public static function jetpack_register_block( $slug, $args = array() ) {
-		if ( 0 !== strpos( $slug, 'jetpack/' ) && ! strpos( $slug, '/' ) ) {
+		// Slug doesn't start with `jetpack/`, isn't an absolute path, or doesn't contain a slash
+		// (synonym of a namespace) at all.
+		if ( 0 !== strpos( $slug, 'jetpack/' ) && 0 !== strpos( $slug, '/' ) && ! strpos( $slug, '/' ) ) {
 			_doing_it_wrong( 'jetpack_register_block', 'Prefix the block with jetpack/ ', 'Jetpack 9.0.0' );
 			$slug = 'jetpack/' . $slug;
 		}
 
+		$block_type = $slug;
+
+		// If the path to block.json is passed, find the slug in the file then create a block type
+		// object to register the block.
+		// Note: passing the path directly to register_block_type seems to loose the interactivity of
+		// the block once in the editor once it's out of focus.
+		if ( '/' === substr( $slug, 0, 1 ) ) {
+			$metadata = self::get_block_metadata_from_file( $slug );
+			$name     = self::get_block_name_from_metadata( $metadata );
+
+			if ( ! empty( $name ) ) {
+				$slug       = $name;
+				$block_type = new \WP_Block_Type( $slug, array_merge( $metadata, $args ) );
+			}
+		}
+
 		if (
 			isset( $args['version_requirements'] )
 			&& ! self::is_gutenberg_version_available( $args['version_requirements'], $slug )
@@ -99,7 +117,52 @@ function () use ( $feature_name, $method_name ) {
 			}
 		}
 
-		return register_block_type( $slug, $args );
+		return register_block_type( $block_type, $args );
+	}
+
+	/**
+	 * Read block metadata from a block.json file.
+	 *
+	 * @param string $filename The path to the block.json file or its directory.
+	 *
+	 * @return array The block metadata.
+	 */
+	public static function get_block_metadata_from_file( $filename ) {
+		$metadata = array();
+		$needle   = '/block.json';
+		$filename = $needle === substr( $filename, -strlen( $needle ) ) ? $filename : realpath( $filename . $needle );
+
+		if ( file_exists( $filename ) ) {
+			try {
+				$metadata = wp_json_file_decode( $filename, array( 'associative' => true ) );
+			} catch ( \Exception $e ) {
+				$metadata = array();
+			}
+		}
+
+		return $metadata;
+	}
+
+	/**
+	 * Get the block name from the its metadata.
+	 *
+	 * @param array $metadata The block metadata.
+	 *
+	 * @return string The block name.
+	 */
+	public static function get_block_name_from_metadata( $metadata ) {
+		return ! isset( $metadata['name'] ) || empty( $metadata['name'] ) ? '' : $metadata['name'];
+	}
+
+	/**
+	 * Get the block feature name (i.e. the name without the `jetpack` prefix) from its metadata.
+	 *
+	 * @param array $metadata The block metadata.
+	 *
+	 * @return string The block feature name.
+	 */
+	public static function get_block_feature_from_metadata( $metadata ) {
+		return str_replace( 'jetpack/', '', self::get_block_name_from_metadata( $metadata ) );
 	}
 
 	/**
diff --git a/projects/packages/blocks/tests/php/fixtures/block.json b/projects/packages/blocks/tests/php/fixtures/block.json
new file mode 100644
index 0000000000000..84ca1e7c2dc91
--- /dev/null
+++ b/projects/packages/blocks/tests/php/fixtures/block.json
@@ -0,0 +1,14 @@
+{
+	"$schema": "https://schemas.wp.org/trunk/block.json",
+	"apiVersion": 3,
+	"name": "jetpack/test-block",
+	"title": "Test Block",
+	"description": "",
+	"keywords": [],
+	"version": "",
+	"textdomain": "jetpack",
+	"category": "",
+	"icon": "",
+	"supports": {},
+	"editorScript": ""
+}
diff --git a/projects/packages/blocks/tests/php/test-blocks.php b/projects/packages/blocks/tests/php/test-blocks.php
index c84c00678aabd..be4455f7c5c0d 100644
--- a/projects/packages/blocks/tests/php/test-blocks.php
+++ b/projects/packages/blocks/tests/php/test-blocks.php
@@ -330,4 +330,99 @@ public function test_jetpack_register_block_with_existing_editor_style() {
 			remove_filter( 'jetpack_is_standalone_block', '__return_false' );
 		}
 	}
+
+	/**
+	 * Test registering a block by specifying the path to its metadata file.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_metadata_from_file
+	 */
+	public function test_jetpack_register_block_from_metadata_file() {
+		$result = Blocks::jetpack_register_block( __DIR__ . '/fixtures/block.json' );
+
+		$this->assertInstanceOf( 'WP_Block_Type', $result );
+	}
+
+	/**
+	 * Test reading metadata from a block.json file by specifying its path.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_metadata_from_file
+	 */
+	public function test_get_block_metadata_from_file() {
+		$result = Blocks::get_block_metadata_from_file( __DIR__ . '/fixtures/block.json' );
+
+		// phpcs:ignore MediaWiki.PHPUnit.SpecificAssertions.assertIsArray -- assertIsArray not supported by all PHP versions we support.
+		$this->assertTrue( is_array( $result ) );
+		$this->assertNotEmpty( $result );
+	}
+
+	/**
+	 * Test reading metadata from a block.json file by specifying its folder.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_metadata_from_file
+	 */
+	public function test_get_block_metadata_from_folder() {
+		$result = Blocks::get_block_metadata_from_file( __DIR__ . '/fixtures/' );
+
+		// phpcs:ignore MediaWiki.PHPUnit.SpecificAssertions.assertIsArray -- assertIsArray not supported by all PHP versions we support.
+		$this->assertTrue( is_array( $result ) );
+		$this->assertNotEmpty( $result );
+	}
+
+	/**
+	 * Test reading metadata from a file that doesn't exist.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_metadata_from_file
+	 */
+	public function test_get_block_metadata_from_wrong_file() {
+		$result = Blocks::get_block_metadata_from_file( __DIR__ . '/fixtures/ghost-folder/block.json' );
+
+		// phpcs:ignore MediaWiki.PHPUnit.SpecificAssertions.assertIsArray -- assertIsArray not supported by all PHP versions we support.
+		$this->assertTrue( is_array( $result ) );
+		$this->assertEmpty( $result );
+	}
+
+	/**
+	 * Test reading the name of a block from its metadata.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_name_from_metadata
+	 */
+	public function test_get_block_name_from_metadata() {
+		$name   = 'jetpack/test-block';
+		$result = Blocks::get_block_name_from_metadata( array() );
+
+		$this->assertSame( '', $result );
+
+		$result = Blocks::get_block_name_from_metadata( array( 'name' => $name ) );
+
+		$this->assertEquals( $result, $name );
+	}
+
+	/**
+	 * Test reading the feature name of a block from its metadata.
+	 *
+	 * @since $$next-version$$
+	 *
+	 * @covers Automattic\Jetpack\Blocks::get_block_name_from_metadata
+	 */
+	public function test_get_block_feature_from_metadata() {
+		$feature = 'test-block';
+		$name    = 'jetpack/' . $feature;
+		$result  = Blocks::get_block_feature_from_metadata( array() );
+
+		$this->assertSame( '', $result );
+
+		$result = Blocks::get_block_feature_from_metadata( array( 'name' => $name ) );
+
+		$this->assertEquals( $result, $feature );
+	}
 }
diff --git a/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path b/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path
new file mode 100644
index 0000000000000..875501b79b681
--- /dev/null
+++ b/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path
@@ -0,0 +1,4 @@
+Significance: minor
+Type: enhancement
+
+Enable block registration by specifying block.json path
diff --git a/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path#2 b/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path#2
new file mode 100644
index 0000000000000..a1c1831fa1ef7
--- /dev/null
+++ b/projects/plugins/jetpack/changelog/add-enable-block-registration-by-path#2
@@ -0,0 +1,5 @@
+Significance: patch
+Type: other
+Comment: Updated composer.lock.
+
+
diff --git a/projects/plugins/jetpack/class.jetpack-gutenberg.php b/projects/plugins/jetpack/class.jetpack-gutenberg.php
index 77686715abc48..3e8038921152a 100644
--- a/projects/plugins/jetpack/class.jetpack-gutenberg.php
+++ b/projects/plugins/jetpack/class.jetpack-gutenberg.php
@@ -466,7 +466,7 @@ public static function should_load() {
 	/**
 	 * Only enqueue block assets when needed.
 	 *
-	 * @param string $type Slug of the block.
+	 * @param string $type Slug of the block or absolute path to the directory containing the block.json file.
 	 * @param array  $script_dependencies Script dependencies. Will be merged with automatically
 	 *                                    detected script dependencies from the webpack build.
 	 *
@@ -478,6 +478,15 @@ public static function load_assets_as_required( $type, $script_dependencies = ar
 			return;
 		}
 
+		// Retrieve the feature from block.json if its path is passed.
+		if ( '/' === substr( $type, 0, 1 ) ) {
+			$feature = Blocks::get_block_feature_from_metadata( Blocks::get_block_metadata_from_file( $type ) );
+
+			if ( ! empty( $feature ) ) {
+				$type = $feature;
+			}
+		}
+
 		$type = sanitize_title_with_dashes( $type );
 		self::load_styles_as_required( $type );
 		self::load_scripts_as_required( $type, $script_dependencies );
diff --git a/projects/plugins/jetpack/composer.lock b/projects/plugins/jetpack/composer.lock
index 4559346ba9562..d184883edafda 100644
--- a/projects/plugins/jetpack/composer.lock
+++ b/projects/plugins/jetpack/composer.lock
@@ -526,7 +526,7 @@
             "dist": {
                 "type": "path",
                 "url": "../../packages/blocks",
-                "reference": "21025b86c1837680dae628cb68c66299dcfaa8d6"
+                "reference": "aa5b7af0bd7d9ae4b54ed9c4664ddc6927ce0c7d"
             },
             "require-dev": {
                 "automattic/jetpack-changelogger": "@dev",
@@ -545,7 +545,7 @@
                     "link-template": "https://github.com/Automattic/jetpack-blocks/compare/v${old}...v${new}"
                 },
                 "branch-alias": {
-                    "dev-trunk": "1.4.x-dev"
+                    "dev-trunk": "1.5.x-dev"
                 }
             },
             "autoload": {
diff --git a/projects/plugins/jetpack/extensions/editor.js b/projects/plugins/jetpack/extensions/editor.js
index 2a676c9a69bf2..d9dc3d6223023 100644
--- a/projects/plugins/jetpack/extensions/editor.js
+++ b/projects/plugins/jetpack/extensions/editor.js
@@ -78,10 +78,16 @@ function setBetaBlockTitle( settings, name ) {
 		return settings;
 	}
 
+	const { title, keywords } = settings;
+	const titleSuffix = '(beta)';
+	const betaKeyword = 'beta';
+
 	return {
 		...settings,
-		title: `${ settings.title } (beta)`,
-		kewords: [ ...settings.keywords, 'beta' ],
+		title: title.toLowerCase().endsWith( titleSuffix )
+			? title
+			: `${ settings.title } ${ titleSuffix }`,
+		kewords: keywords.includes( betaKeyword ) ? keywords : [ ...keywords, betaKeyword ],
 	};
 }
 
diff --git a/projects/plugins/jetpack/extensions/shared/register-jetpack-block.js b/projects/plugins/jetpack/extensions/shared/register-jetpack-block.js
index b37c4576a9404..1912002a7b39f 100644
--- a/projects/plugins/jetpack/extensions/shared/register-jetpack-block.js
+++ b/projects/plugins/jetpack/extensions/shared/register-jetpack-block.js
@@ -6,38 +6,46 @@ import {
 import { registerBlockType } from '@wordpress/blocks';
 import { addFilter } from '@wordpress/hooks';
 
+const JETPACK_PREFIX = 'jetpack/';
+
 /**
  * Registers a gutenberg block if the availability requirements are met.
  *
- * @param {string} name - The block's name.
+ * @param {string} name - The block's name. Jetpack blocks must be registered with a name prefixed
+ * with `jetpack/`. This function accepts an unprefixed name too, though (it'd handle both
+ * `business-hours` and `jetpack/business-hours` similarly, for instance).
  * @param {object} settings - The block's settings.
  * @param {object} childBlocks - The block's child blocks.
  * @param {boolean} prefix - Should this block be prefixed with `jetpack/`?
  * @returns {object|boolean} Either false if the block is not available, or the results of `registerBlockType`
  */
 export default function registerJetpackBlock( name, settings, childBlocks = [], prefix = true ) {
-	const { available, details, unavailableReason } = getJetpackExtensionAvailability( name );
+	const isNamePrefixed = name.startsWith( JETPACK_PREFIX );
+	const rawName = isNamePrefixed ? name.slice( JETPACK_PREFIX.length ) : name;
+
+	const { available, details, unavailableReason } = getJetpackExtensionAvailability( rawName );
 
 	const requiredPlan = requiresPaidPlan( unavailableReason, details );
-	const jpPrefix = prefix ? 'jetpack/' : '';
+	const jpPrefix = prefix || isNamePrefixed ? JETPACK_PREFIX : '';
 
 	if ( ! available && ! requiredPlan ) {
 		if ( 'production' !== process.env.NODE_ENV ) {
 			// eslint-disable-next-line no-console
 			console.warn(
-				`Block ${ name } couldn't be registered because it is unavailable (${ unavailableReason }).`
+				`Block ${ rawName } couldn't be registered because it is unavailable (${ unavailableReason }).`
 			);
 		}
 		return false;
 	}
 
-	const result = registerBlockType( jpPrefix + name, settings );
+	const prefixedName = jpPrefix + rawName;
+	const result = registerBlockType( prefixedName, settings );
 
 	if ( requiredPlan ) {
 		addFilter(
 			'editor.BlockListBlock',
-			`${ jpPrefix + name }-with-has-warning-is-interactive-class-names`,
-			withHasWarningIsInteractiveClassNames( jpPrefix + name )
+			`${ prefixedName }-with-has-warning-is-interactive-class-names`,
+			withHasWarningIsInteractiveClassNames( prefixedName )
 		);
 	}