Hajra Naz
Amazon’s satellite internet program is no longer called Project Kuiper. It has been rebranded as Leo. The change reflects a shift from serving underserved communities to pursuing larger commercial contracts.
The network has been in development since 2019. Amazon said “Project Kuiper” was always a temporary name. Leo references the network’s position in low-Earth orbit (LEO), a term common in the space and satellite industry.
Earlier this year, Amazon promoted the Kuiper satellites as part of a mission to “increase global broadband access” and bring fast, affordable internet to areas lacking strong connectivity.
Recently, Amazon’s messaging has changed. Deals with Airbus and JetBlue signal a stronger focus on competing with SpaceX Starlink and other commercial satellite providers.
An archived FAQ from late 2024 emphasized affordability and serving underserved communities. Amazon highlighted its experience with low-cost devices like the Echo Dot and Fire TV Stick, promising to extend that approach to Kuiper.
Read More: SpaceX Crosses 10,000 Starlink Satellites Milestone
In the new Leo FAQ, the affordability mentions are gone. The page now calls Leo “Amazon’s low Earth orbit satellite network, designed to provide fast, reliable internet to customers and communities beyond the reach of existing networks.”
The FAQ acknowledges that poor connectivity can cause economic disadvantages for people and businesses in remote areas. However, Amazon now prioritizes home and enterprise users over underserved regions.
The Leo website focuses on high-speed, reliable internet, emphasizing 4K streaming, video calls, and enterprise-ready features. Rural and remote access is mentioned but is no longer central. Cost or affordability is not referenced.
On Thursday, Amazon shared a video about the rebrand on X. It showed a child doing homework, a drift racer, ambulance workers, a farmer, and a couple dancing in a laundromat. The caption read: “New name, same mission.”
FAQs
What is Amazon Leo?
Leo is Amazon’s rebranded low-Earth orbit satellite network, providing high-speed internet to homes, businesses, and remote areas.
Why did Amazon rename Project Kuiper to Leo?
The rebrand highlights a shift toward commercial contracts and emphasizes its position in LEO orbit.
Can Leo serve rural or underserved communities?
Yes, but Amazon now emphasizes home and enterprise use first. Rural coverage is secondary.
How does Leo compare to Starlink?
Leo competes directly with Starlink, offering fast, scalable, enterprise-ready satellite internet.
Is Amazon Leo affordable for everyone?
Amazon no longer focuses on low-cost internet. The service prioritizes speed, reliability, and scalability rather than affordability.
