Amazon Rebrands Project Kuiper as ‘Amazon Leo’ in Major Satellite Network Shift

Amazon  has officially rebranded its global satellite internet program, retiring the long-standing name “Project Kuiper” and introducing its new permanent identity: Amazon Leo. The new name reflects the constellation’s operational foundation—satellites deployed in low Earth orbit (LEO)—and marks a transition from an internal development project to a full-scale commercial network.

Seven years after Amazon began designing what it envisioned as one of the world’s most advanced satellite communications systems, the company says the rebrand signals the program’s maturity. Originally launched with a small team and a code name inspired by the Kuiper Belt, the initiative has now evolved into a global infrastructure effort. Throughout its development, the Kuiper name became synonymous with major milestones, including regulatory approvals, record-setting launch contracts, successful prototype deployments, and the first operational satellites sent to orbit earlier this year.

Under the Amazon Leo brand, the company is reinforcing its mission to deliver fast, reliable broadband to underserved communities and organizations around the world. Amazon says it is making rapid progress: its satellite manufacturing line is now one of the world’s largest, its customer terminals include some of the most advanced phased-array antennas ever developed, and more than 150 satellites are currently operating in orbit. Several commercial and enterprise partners—including JetBlue, L3Harris, DIRECTV Latin America, Sky Brasil, and Australia’s NBN Co.—have already committed to using the network once service becomes available.

Amazon plans to continue expanding the constellation over dozens of upcoming launches. The company expects to begin offering connectivity once additional coverage and capacity are added, moving the newly named Amazon Leo from a development milestone into a global broadband service poised to compete with other satellite internet providers.