Amazon’s Satellite Internet Rebranded from ‘Kuiper’ to ‘Leo’ with New Direction

Launched in 2019, Project Kuiper was originally intended to provide fast and affordable internet to underserved or unconnected regions. Recently, Amazon has shifted its strategy toward securing large commercial contracts, including partnerships with Airbus and JetBlue, allowing it to directly compete with SpaceX’s Starlink.

The previous FAQ explicitly mentioned that Project Kuiper would provide “affordable broadband.” In the new Leo FAQ, the word “affordability” no longer appears. Instead, the emphasis is on home and commercial internet services. The new website highlights that users can “make seamless video calls, stream 4K video,” and “meet the internet needs of an entire family” using Leo.

Although rural and remote areas will still have access to Leo, it is now presented more as an “additional benefit.”

To announce the rebranding, Amazon released a video showing different users—a child, a professional drift racer, an ambulance worker, a farmer, and a couple. The video carries the message: “New name, same goal.”