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Amazon satellite network gets a rebrand — and drops its affordability pitch
Amazon’s budding satellite internet program is no longer called Project Kuiper. It is now known simply as “Leo.”The name change comes as the company appears to be shifting its focus from “unserved or underserved” communities to securing larger commercial contracts.
The satellite network has been in the works since 2019 and, as Amazon tells it, the name Project Kuiper was only ever supposed to be temporary. Leo is a nod to the network’s location in what’s known as low-Earth orbit, commonly referred to in the space industry as “LEO.”
As Amazon worked toward launching the first Kuiper satellites earlier this year, the company boasted that the project was an “initiative to increase global broadband access” with a noble-sounding “mission to bring fast, affordable broadband” to communities that aren’t well-served by traditional internet providers.
But, as TechCrunch previously noted, the company has changed the language it uses to describe the service in recent months as it inked deals with Airbus and JetBlue, putting the network more squarely in competition with SpaceX’s Starlink service.
Amazon didn’t respond to requests for comment.
https://techcrunch.com/2025/11/16/amazon-satellite-network-gets-a-rebrand-and-drops-its-affordability-pitch
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