Amazon just dropped the Project Kuiper name after seven years, officially rebranding its satellite internet constellation as Amazon Leo. The timing isn't coincidental - with over 150 satellites now in orbit and major customers like JetBlue already signed up, Amazon's ready to take on Starlink with a consumer-friendly brand that actually makes sense.
Amazon finally killed the Project Kuiper codename today, seven years after a handful of engineers started sketching satellite designs on paper. The new brand? Amazon Leo - a straightforward nod to the low Earth orbit constellation that'll beam internet to billions still stuck without reliable connectivity.
The rebrand comes as Amazon hits serious operational milestones. The company now runs one of the planet's largest satellite production facilities and has over 150 satellites actively orbiting Earth. That's still a fraction of Starlink's 5,000+ constellation, but Amazon's playing a different game with enterprise-grade hardware and gigabit-capable terminals.
"We started small, with a handful of engineers and a few designs on paper," Rajeev Badyal, VP of Amazon Leo, wrote in today's announcement. The Kuiper name, inspired by the asteroid belt in our outer solar system, stuck through major milestones including what Amazon calls "the largest set of launch contracts in history."
But here's what matters for the satellite internet wars: Amazon's already locked in heavyweight customers. JetBlue signed up for in-flight WiFi, while DIRECTV Latin America and Sky Brasil are bringing Leo to underserved markets across South America. Australia's National Broadband Network operator NBN Co. is also deploying the service, giving Amazon instant credibility in enterprise and government sectors where Starlink still faces regulatory hurdles.
The technical specs show Amazon isn't messing around. The company invented what it claims is the first commercial phased array antenna supporting gigabit speeds - potentially faster than many ground-based broadband connections. That's a direct shot at Starlink's current limitations, where residential users typically see 50-200 Mbps speeds.
Timing this rebrand now makes strategic sense. Amazon's been quietly building manufacturing capacity while SpaceX grabbed headlines, but the Leo name signals they're ready for prime time. The shift from a project codename to a consumer brand suggests Amazon's confidence in competing directly with for both enterprise and residential markets.
