US EditionAmazon satellite network gets a rebrand — and drops its affordability pitch
17 Articles
17 Articles
Amazon Rebrands Project Kuipier Satellite Service to ‘Amazon Leo’
WASHINGTON, Nov. 17, 2025 — Amazon rebranded its Project Kuiper satellite broadband program as Amazon Leo on Thursday, with 153 satellites in orbit as the company approaches a federal deployment requirement set by the Federal Communications Commission.Amazon announced the rebrand as it shifted from prototype tests to commercial deployment under its 2020 FCC authorization to build and operate a 3,236-satellite low-Earth orbit constellation. The F…
Amazon has left behind the name Project Kuiper for its satellite internet network, now adopting the most direct and technical "Leo", referring to the location of these satellites in the low Earth orbit (LEO). Although from the beginning the name Kuiper had been presented as temporary, the transition marks something deeper than a simple brand strategy: a change of commercial and communicative approach. During its early years, Project Kuiper prese…
Amazon is putting forward a new key piece in its strategy for the Internet via satellite. After years of development under the name Project Kuiper, the group is now adopting an identity thought for the general public: Amazon Leo. A change that accompanies a technical and commercial rise, and that brings closer the initiative of a launch [...]
Amazon Leo, the new competitor of Starlink, has erased all the mention of an affordable price on his FAQ. Has the project ever changed its pricing strategy?
The main satellite internet offer is now offered by Elon Musk SpaceX. It's Starlink, but it won't be alone for very long.
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