Amazon satellite network gets a rebrand, shifting focus from affordability to commercial expansion with its Leo service.
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Amazon Satellite Network Rebrands, Drops Affordability
What’s Behind Amazon Satellite Network Gets a Rebrand — and Drops Its Affordability Pitch? Amazon’s satellite internet program, formerly known as Project Kuiper, is now called Leo. This rebrand signals a shift from serving low-income or underserved communities toward winning larger commercial contracts. Leo, short for low-Earth orbit, emphasizes speed and reliability over affordability, marking a new strategy in Amazon’s growing space internet ambitions. Image Credits:Amazon Why Did Amazon Drop the Affordability Pitch? Earlier communications highlighted affordable broadband as a key goal. The archived Project Kuiper FAQs repeatedly emphasized cost-conscious access for underserved areas. Now, Leo’s messaging omits any reference to pricing, focusing instead on fast, reliable service for broader markets and strategic partners like Airbus and JetBlue. This pivot suggests Amazon is targeting enterprise clients and competing more directly with SpaceX’s Starlink. How Will the Leo Satellite Networ…
