Project Kuiper is Now Amazon Leo: Amazon Rebrands Satellite Initiative for Commercial Launch

Amazon has announced that its satellite communications initiative, formerly known as Project Kuiper, will be officially rebranded as Amazon Leo, a name intended to reflect its reliance on Low Earth Orbit satellites. The programme, launched in 2019, has aimed to deploy a constellation of more than 3,000 satellites to deliver connectivity to regions lacking reliable internet access, with the goal of covering up to 95% of the global population.

Progress has been slower than some competitors; Amazon had launched prototype satellites and demonstrated user-terminal antennas, and it was not until April of this year that the first 27 satellites of the operational constellation were placed into orbit. By contrast, SpaceX’s Starlink has progressed more rapidly, offering beta service since 2020 and partnering with mobile carriers for satellite-based messaging and with airlines for in-flight internet.

Rebranding Project Kuiper as Amazon Leo signals that the network is being positioned as a standalone commercial product, though the company has yet to announce when the service will be broadly available to consumers and enterprises. Interested users can register on the Amazon Leo website for future updates.