Amazon rebrands Project Kuiper as Amazon Leo, signaling progress in satellite internet.
Project Kuiper rebranded to Amazon Leo
Network targets low Earth orbit satellites
Goal: High-speed internet for underserved areas
First satellites launched in April 2025
Amazon lags behind SpaceX's Starlink
No launch date for widespread service
Sign-up available for updates
Amazon has rebranded its satellite communication project to Amazon Leo, indicating growth in its satellite internet efforts.
Amazon Leo’s purpose and goals
Amazon Leo aims to provide internet access to areas with poor connectivity using a network of satellites in low Earth orbit. Originally called Project Kuiper, the initiative was launched in 2019, with plans for over 3,000 satellites to cover 95% of the global population.
While prototype satellites and equipment have been developed, the first 27 satellites only launched in April 2025. Amazon Leo is now positioned as a distinct product under Amazon’s brand.
Comparison with SpaceX’s Starlink
In contrast, SpaceX’s Starlink has expanded rapidly since its beta launch in 2020, forming partnerships with T-Mobile for satellite texting and airlines for in-flight connectivity. This fast growth highlights Amazon’s need to accelerate its own satellite network development.
The rebranding suggests that Amazon is finally viewing its satellite service as an individual product, but it still needs to compete against the established Starlink service.
Future of Amazon Leo’s satellite service
As of now, Amazon has not provided a timeline for when its satellite internet service will be available for public and commercial use. Prospective users can sign up on the Amazon Leo website for updates as work towards launch continues.
While progress is evident, Amazon Leo still has challenges ahead to compete effectively in the satellite internet market.
Alex Chen is a senior technology journalist with a decade of experience exploring the ever-evolving world of emerging technologies, cloud computing, hardware engineering, and AI-powered tools.
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