Amazon has officially rebranded its satellite internet venture, formerly known as Project Kuiper, to a new identity simply called “Leo.”

The change, announced recently, reflects a notable shift in strategy from the initial emphasis on serving underserved populations to a broader commercial-driven approach aimed at competing with major industry players.

Launched in 2019, the initiative was originally presented as a mission-focused project designed to expand broadband access globally, particularly in regions lacking reliable connectivity.

“Kuiper” was reported to be a temporary name from inception, while the new title “Leo” references Low-Earth Orbit (LEO) — the operational location of the satellite constellation.

Earlier marketing and communication from Amazon highlighted affordability and inclusiveness as central pillars of the initiative, describing it as an effort to provide fast and affordable broadband solutions.

Archived materials from 2024 repeatedly referenced affordability as a “core principle,” drawing comparisons with Amazon’s track record of producing budget-friendly consumer tech devices such as the Echo Dot and Fire TV Stick.

However, in recent months, the company’s public messaging has begun to pivot. Following partnership agreements with global brands like Airbus and JetBlue, Amazon’s language now aligns more closely with premium and enterprise-level solutions.

The updated Leo web platform promotes capabilities such as high-quality video conferencing, seamless 4K streaming, and multi-user capacity, positioning the service for home, business, and commercial application.

While rural and remote access remains mentioned, it appears less prioritized, and references to affordability are noticeably absent.

Observers note that the move could position Amazon in more direct competition with SpaceX’s Starlink, which currently dominates the satellite-internet market.

Despite the change in tone, Amazon accompanied the announcement with a promotional video insisting that its founding goals remain intact, captioned with the phrase: “New name, same mission.”

Amazon did not respond to requests for further clarification regarding the strategic evolution or pricing direction.

Source: Techcrunch