{"id":699550,"date":"2025-11-16T22:00:25","date_gmt":"2025-11-16T19:00:25","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/amazon-satellite-network-gets-a-rebrand-and-drops-its-affordability-pitch\/"},"modified":"2025-11-16T22:00:25","modified_gmt":"2025-11-16T19:00:25","slug":"amazon-satellite-network-gets-a-rebrand-and-drops-its-affordability-pitch","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/amazon-satellite-network-gets-a-rebrand-and-drops-its-affordability-pitch\/","title":{"rendered":"Amazon satellite network gets a rebrand \u2014\u00a0and drops its affordability pitch"},"content":{"rendered":"
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Amazon\u2019s budding satellite internet program is no longer called Project Kuiper. It is now known simply as \u201cLeo.\u201d The name change comes as the company app<\/a>ears to be shifting its focus from \u201cunserved or underserved\u201d communities to securing larger commercial contracts.<\/p>\n

The satellite network has been in the works since 2019<\/a> and, as Amazon tells it, the name Project Kuiper was only ever supposed to be temporary. Leo is a nod to the network\u2019s location in what\u2019s known as low-Earth orbit, commonly referred to in the space industry as \u201cLEO.\u201d<\/p>\n

As Amazon worked toward launching the first Kuiper satellites earlier this year, the company boasted<\/a> that the project was an \u201cinitiative to increase global broadband access\u201d with a noble-sounding \u201cmission to bring fast, affordable broadband\u201d to communities that aren\u2019t well-served by traditional internet providers.<\/p>\n

But, as TechCrunch previously noted, the company has changed the language it uses to describe the service in recent months as it inked deals with Airbus and JetBlue, putting the network more squarely in competition with SpaceX\u2019s Starlink service.<\/p>\n

Amazon didn\u2019t respond to requests for comment.<\/p>\n

An archived<\/a> version of the main FAQ page for Kuiper \u2014 published in late 2024 \u2014 puts the aforementioned \u201cmission\u201d to serve those communities right at the top of the post. Affordability is mentioned three times throughout, with Amazon calling it a \u201ckey principle of Project Kuiper.\u201d <\/p>\n

\u201cAmazon has a longstanding commitment to low prices, and lots of experience building popular, low-cost devices like Echo Dot and Fire TV Stick,\u201d reads the answer to a question on the archived post about how much Kuiper service will cost. \u201cWe\u2019re applying a similar approach with Project Kuiper.\u201d<\/p>\n

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Techcrunch event<\/p>\n

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\n\t\t\t\t\t\t\t\t\tSan Francisco<\/span>
\n\t\t\t\t\t\t\t\t\t\t\t\t\t|<\/span>
\n\t\t\t\t\t\t\t\t\t\t\t\t\tOctober 13-15, 2026<\/span>\n\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n

That question-and-answer about cost is now gone from the Leo FAQ<\/a>, and there is no mention of \u201caffordability\u201d anywhere on the page.<\/p>\n

The language at the top of the new FAQ is also different. It states that Leo is \u201cAmazon\u2019s low Earth orbit satellite network, designed to provide fast, reliable internet to customers and communities beyond the reach of existing networks.\u201d <\/p>\n

While the Leo FAQ mentions that poor connectivity can \u201ccreate an economic disadvantage for people, businesses, and other organizations operating in unserved and underserved parts of the world,\u201d the company is less specific than it used to be about putting those communities front and center in the customer pipeline.<\/p>\n

Amazon Leo\u2019s new website<\/a> is even more blatant about how it is prioritizing home and commercial internet service. It promotes the ability to make \u201cseamless video calls, stream 4K videos,\u201d and \u201chandle your whole family\u2019s internet needs,\u201d as well as the fact that Leo is \u201c[f]lexible, scalable, enterprise-ready.\u201d<\/p>\n

The idea of using Leo \u201ceven in rural and remote locations\u201d is brought up as almost an afterthought on the main website, and there is no mention of cost or affordability.<\/p>\n

Despite all this, on Thursday, Amazon posted a flashy video<\/a> about the name change on X. Among other things, it shows a kid using her computer to do homework, professional drift racing, ambulance workers on a remote road, a farmer using a tablet, and a couple dancing in a laundromat. Along with the video, it wrote: \u201cNew name, same mission.\u201d <\/p>\n<\/div>\n

If you liked the article, do not forget to share it with your friends. Follow us on\u00a0Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n

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If you want to read more like this article, you can visit our Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n

Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Amazon\u2019s budding satellite internet program is no longer called Project Kuiper. It is now known simply as \u201cLeo.\u201d The name change comes as the company appears to be shifting its focus from \u201cunserved or underserved\u201d communities to securing larger commercial contracts. The satellite network has been in the works since 2019 and, as Amazon tells…<\/p>\n","protected":false},"author":1,"featured_media":699551,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/techcrunch.com\/wp-content\/uploads\/2025\/11\/amazon-leo.jpg?resize=1200,868","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[2758,159620,158566,5019],"class_list":["post-699550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-amazon","tag-amazon-leo","tag-project-kuiper","tag-space"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/699550","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=699550"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/699550\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/699551"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=699550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=699550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=699550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}