Amazon Rebrands Satellite Internet as “Leo,” Shifts Focus from Affordability to Commercial Customers

Amazon’s satellite internet initiative, formerly known as Project Kuiper, has officially rebranded as “Leo.” The new name references the network’s low-Earth orbit (LEO) placement and marks a significant shift in the company’s messaging. While Kuiper emphasized affordable broadband for underserved areas, Leo now positions itself more as a commercial and home internet solution, directly competing with services like SpaceX’s Starlink.

Launched in 2019, Project Kuiper aimed to bring high-speed, low-cost internet to regions traditionally neglected by major providers. Early promotional material described it as a “mission to bring fast, affordable broadband” to unserved and underserved communities, highlighting Amazon’s history of creating popular, budget-friendly devices like the Echo Dot and Fire TV Stick. Affordability was repeatedly emphasized as a core principle of the project.

In recent months, however, the language surrounding the service has shifted. Amazon has signed partnerships with companies including Airbus and JetBlue, signaling a move toward securing larger commercial contracts. The archived Kuiper FAQ that once centered on cost and community access has been replaced by a new Leo FAQ that highlights “fast, reliable internet” and focuses on flexibility and enterprise-readiness, with little mention of affordability.

The Leo website emphasizes home and commercial use, showcasing applications like 4K streaming, seamless video calls, and internet access for whole families. Rural connectivity is mentioned only as an afterthought, and there is no reference to lower costs for underserved regions. Despite this, Amazon continues to frame the rebrand as maintaining its “mission,” posting a video featuring a mix of everyday users, professionals, and rural communities.

While the rebrand underscores Amazon’s ambitions to compete in the growing satellite internet market, it raises questions about the company’s commitment to affordable global connectivity. As Leo moves toward mainstream adoption, consumers and industry observers will be watching to see whether Amazon can balance commercial success with its initial promise of serving underserved communities.

source: Techcrunch