diff --git a/server/api/label.go b/server/api/label.go
index ac738419662..890ecfeffab 100644
--- a/server/api/label.go
+++ b/server/api/label.go
@@ -16,6 +16,7 @@ package api
 import (
 	"net/http"
 	"regexp"
+	"strings"
 
 	"github.com/juju/errors"
 	"github.com/pingcap/kvproto/pkg/metapb"
@@ -47,8 +48,8 @@ func (h *labelsHandler) Get(w http.ResponseWriter, r *http.Request) {
 	for _, s := range stores {
 		ls := s.GetLabels()
 		for _, l := range ls {
-			if _, ok := m[l.Key+l.Value]; !ok {
-				m[l.Key+l.Value] = struct{}{}
+			if _, ok := m[strings.ToLower(l.Key+l.Value)]; !ok {
+				m[strings.ToLower(l.Key+l.Value)] = struct{}{}
 				labels = append(labels, l)
 			}
 		}
@@ -100,11 +101,12 @@ type storesLabelFilter struct {
 }
 
 func newStoresLabelFilter(name, value string) (*storesLabelFilter, error) {
-	keyPattern, err := regexp.Compile(name)
+	// add (?i) to set a case-insensitive flag
+	keyPattern, err := regexp.Compile("(?i)" + name)
 	if err != nil {
 		return nil, errors.Trace(err)
 	}
-	valuePattern, err := regexp.Compile(value)
+	valuePattern, err := regexp.Compile("(?i)" + value)
 	if err != nil {
 		return nil, errors.Trace(err)
 	}
diff --git a/server/api/label_test.go b/server/api/label_test.go
index 9000d579271..fe5f4bd676b 100644
--- a/server/api/label_test.go
+++ b/server/api/label_test.go
@@ -128,7 +128,7 @@ func (s *testLabelsStoreSuite) TestStoresLabelFilter(c *C) {
 		want        []*metapb.Store
 	}{
 		{
-			name: "zone",
+			name: "Zone",
 			want: s.stores[:],
 		},
 		{
@@ -137,22 +137,22 @@ func (s *testLabelsStoreSuite) TestStoresLabelFilter(c *C) {
 		},
 		{
 			name:  "zone",
-			value: "us-west-1",
+			value: "Us-west-1",
 			want:  s.stores[:1],
 		},
 		{
-			name:  "zone",
+			name:  "Zone",
 			value: "west",
 			want:  s.stores[:2],
 		},
 		{
-			name:  "zo",
-			value: "beijing",
+			name:  "Zo",
+			value: "Beijing",
 			want:  s.stores[2:3],
 		},
 		{
-			name:  "zone",
-			value: "ssd",
+			name:  "ZONE",
+			value: "SSD",
 			want:  []*metapb.Store{},
 		},
 	}
diff --git a/server/api/store_test.go b/server/api/store_test.go
index 76cc347ed2b..a3fce509f97 100644
--- a/server/api/store_test.go
+++ b/server/api/store_test.go
@@ -145,7 +145,7 @@ func (s *testStoreSuite) TestStoreLabel(c *C) {
 	}
 
 	// Test merge.
-	labels = map[string]string{"zack": "zack1", "host": "host1"}
+	labels = map[string]string{"zack": "zack1", "Host": "host1"}
 	b, err = json.Marshal(labels)
 	c.Assert(err, IsNil)
 	err = postJSON(&http.Client{}, url+"/label", b)
diff --git a/server/core/store.go b/server/core/store.go
index dfd16d27274..a7fd4eb884f 100644
--- a/server/core/store.go
+++ b/server/core/store.go
@@ -14,6 +14,7 @@
 package core
 
 import (
+	"strings"
 	"time"
 
 	log "github.com/Sirupsen/logrus"
@@ -193,7 +194,7 @@ func (s *StoreInfo) IsDisconnected() bool {
 // GetLabelValue returns a label's value (if exists).
 func (s *StoreInfo) GetLabelValue(key string) string {
 	for _, label := range s.GetLabels() {
-		if label.GetKey() == key {
+		if strings.EqualFold(label.GetKey(), key) {
 			return label.GetValue()
 		}
 	}
@@ -207,7 +208,7 @@ func (s *StoreInfo) CompareLocation(other *StoreInfo, labels []string) int {
 		v1, v2 := s.GetLabelValue(key), other.GetLabelValue(key)
 		// If label is not set, the store is considered at the same location
 		// with any other store.
-		if v1 != "" && v2 != "" && v1 != v2 {
+		if v1 != "" && v2 != "" && !strings.EqualFold(v1, v2) {
 			return i
 		}
 	}
@@ -220,7 +221,7 @@ func (s *StoreInfo) MergeLabels(labels []*metapb.StoreLabel) {
 L:
 	for _, newLabel := range labels {
 		for _, label := range s.Labels {
-			if label.Key == newLabel.Key {
+			if strings.EqualFold(label.Key, newLabel.Key) {
 				label.Value = newLabel.Value
 				continue L
 			}