diff --git a/setup.py b/setup.py
index 4e656ae..d009aaf 100755
--- a/setup.py
+++ b/setup.py
@@ -52,6 +52,7 @@ from glob import glob
 if os.path.exists('MANIFEST'): os.remove('MANIFEST')
 
 from distutils.core import setup
+from distutils.command.upload import upload
 
 # On Python 3, we need distribute (new setuptools) to do the 2to3 conversion
 if PY3:
@@ -171,6 +172,31 @@ setup_args['package_data'] = package_data
 setup_args['data_files'] = data_files
 
 #---------------------------------------------------------------------------
+# custom upload_wininst command
+#---------------------------------------------------------------------------
+
+class UploadWindowsInstallers(upload):
+    
+    description = "Upload Windows installers to PyPI (only used from tools/release_windows.py)"
+    user_options = upload.user_options + [
+        ('files=', 'f', 'exe file (or glob) to upload')
+    ]
+    def initialize_options(self):
+        upload.initialize_options(self)
+        meta = self.distribution.metadata
+        base = '{name}-{version}'.format(
+            name=meta.get_name(),
+            version=meta.get_version()
+        )
+        self.files = os.path.join('dist', '%s.*.exe' % base)
+    
+    def run(self):
+        for dist_file in glob(self.files):
+            self.upload_file('bdist_wininst', 'any', dist_file)
+
+setup_args['cmdclass']['upload_wininst'] = UploadWindowsInstallers
+
+#---------------------------------------------------------------------------
 # Handle scripts, dependencies, and setuptools specific things
 #---------------------------------------------------------------------------
 
diff --git a/tools/release_windows.py b/tools/release_windows.py
index e1fe605..2a50e22 100644
--- a/tools/release_windows.py
+++ b/tools/release_windows.py
@@ -25,9 +25,8 @@ github = '--github' in sys.argv
 
 cmd_t = "{py} setup.py bdist_wininst --plat-name={plat}"
 
-if '--pypi' in sys.argv:
-    raise NotImplementedError("pypi upload doesn't work yet")
-    cmd_t += ' upload'
+pypi = '--pypi' in sys.argv
+pypi_cmd_t = "python setup.py upload_wininst -f {fname}"
 
 for py in ['python', 'python3']:
     # deliberately mangle the name,
@@ -45,6 +44,8 @@ for py in ['python', 'python3']:
                                '.py{v}-{plat}.exe'.format(**locals())
         )
         os.rename(orig, mangled)
+        if pypi:
+            sh(pypi_cmd_t.format(fname=mangled))
         if github and gh_api:
             print ("Uploading %s to GitHub" % mangled)
             desc = "IPython Installer for Python {v}.x on {plat}".format(**locals())