Amazon Rebrands Project Kuiper to 'Leo,' Drops Affordability Mantra

Amazon is gearing up to offer its low Earth orbit satellite broadband service to customers and has rebranded for better commercial appeal. It will no longer be known as Project Kuiper, but as Leo, referencing the orbital plane in which the satellites will operate. However, it's also adjusted the brand mission in some of its documentation, conspicuously dropping the "affordability" part of its mission statement, TechCrunch reports.

The explosive growth of SpaceX's Starlink satellite internet caught many people by surprise. What appeared to be another satellite internet company idea in the early 2020s has grown into SpaceX's largest revenue generator with over eight million global customers. It's pioneered high-speed internet just about anywhere in the world and helped drive communications systems for Ukraine during the ongoing Russian invasion.

Where there's money, there's competition, though, so a range of alternatives has sprung up in the ...