Amazon rebrands its Starlink competitor to Amazon Leo

Amazon is making its satellite communication network a bit more official with a rebrand. The company has announced that Project Kuiper will now be called "Amazon Leo," a nod to the fact that its network is composed of satellites in low Earth orbit.

Project Kuiper's journey to becoming a proper Amazon brand has been a long one. The company introduced the project in 2019 with the goal of offering internet in regions without a reliable connection, through a proposed constellation of over 3,000 satellites that could blanket 95 percent of the global population in high-speed internet. That constellation has yet to fully take shape, however. In the years following the Project Kuiper reveal, Amazon launched prototype satellites, detailed plans for a space laser mesh network and showed off the antennas customers will use to connect to its network, but it didn't actually launch the first 27 ...