Amazon has officially rebranded its satellite broadband initiative, Project Kuiper, to Amazon Leo, signaling a stronger alignment with its core technology: low-Earth orbit (LEO) satellites. The announcement was made in a statement on Thursday.
According to Amazon Leo CEO Rajeev Badyal, the name change emphasizes the network’s foundation:
Amazon Leo is a simple nod to the low-Earth orbit satellite constellation that powers the network. Like most early Amazon projects, the program needed a code name, and the team began operating as ‘Project Kuiper’—inspired by the Kuiper Belt, a ring of asteroids in our outer solar system.
The rebrand comes as Amazon positions Leo to compete directly with Starlink, the satellite internet service operated by Elon Musk’s SpaceX. Earlier this week, Amazon Leo announced a partnership with U.S.-based radio equipment specialist Vanu to deploy cell towers in remote and rural regions of Southern Africa. These towers will leverage Amazon’s LEO satellite constellation and partnerships with mobile operators to deliver connectivity where traditional infrastructure is lacking.
Meanwhile, Starlink’s rollout in South Africa has hit regulatory roadblocks. The company is lobbying for the introduction of equity equivalent investment programs (EEIPs) by the communications regulator Icasa. Starlink argues EEIPs should replace the requirement to sell or give away 30% equity to historically disadvantaged groups. Until EEIPs are implemented, Starlink has stated it will not commit to investing in the South African market.
Despite delays in South Africa, Starlink has made significant strides in other African markets. On Wednesday, Vodacom Group announced a partnership with Starlink to deliver high-speed connectivity to businesses and expand rural coverage in countries where both companies operate, including Mozambique, Kenya, and Lesotho.
Although Starlink enjoys a first-mover advantage, Amazon Leo is rapidly closing the gap—particularly in South Africa, where no LEO satellite broadband provider has yet established a strong presence. Badyal emphasized that the rebrand does not alter Amazon Leo’s strategic goals:
Our long-term mission remains the same, and we’re making good progress against it. We now operate one of the largest satellite production lines on the planet. We’ve invented some of the most advanced customer terminals ever built, including the first commercial phased array antenna to support gigabit speeds.
