Amazon’s Rebrands Starlink Competitor to “Amazon Leo” as Pakistan Launch Nears

Amazon has taken a significant step in formalizing its satellite communication effort by giving Project Kuiper a new name: Amazon Leo. The updated branding reflects the system’s use of satellites placed in low Earth orbit, a core part of Amazon’s plan to build a global internet network.

Project Kuiper was first announced in 2019 to deliver high-speed internet to areas that lack reliable access. Amazon planned a constellation of more than 3,000 satellites designed to cover up to 95 percent of the world’s population.

Although the company revealed prototypes, demonstrated customer antennas, and outlined its space-laser mesh network over the years, the actual deployment progressed slowly.

It wasn’t until April 2025 that Amazon launched the first 27 satellites intended for the operational constellation, marking a major milestone after years of groundwork.

The project’s pace stands in contrast to Starlink, Amazon’s main competitor. SpaceX launched Starlink’s beta service in 2020 and has expanded rapidly since then. Starlink now works with T-Mobile to offer satellite-enabled texting and has partnered with multiple airlines to test or provide in-flight internet.

The move to rename Project Kuiper as Amazon Leo indicates that Amazon is beginning to position the network as a standalone product, though the company still trails Starlink in scale and availability.

Availability Still Unclear

Amazon has not provided a firm date for when its satellite service will be widely available for personal or commercial use. However, users can sign up for updates through the Amazon Leo website as the company continues preparing for launch. Recent reports from government sources have also revealed that the company intends to offer its services to users in Pakistan by 2026.