Amazon has changed the name of its satellite internet project and appears to be reconsidering its target audience alongside this rebranding. The project, previously known as “Project Kuiper,” will now be called simply “Leo.” Interestingly, with this change, the company’s previously emphasized promise of “affordable pricing” has also disappeared from its marketing materials.
The company says that the name “Project Kuiper” was temporary anyway. The new name “Leo” refers to the satellites’ placement in Low-Earth Orbit (LEO). In its early days, Amazon presented this initiative with a noble mission: “to increase global internet accessibility” and bring “fast, affordable internet” to communities without connectivity.
However, as TechCrunch has noted, the situation has changed in recent months. As Amazon signed deals with major companies like Airbus and JetBlue, it also began changing the language used to describe the service. These steps position it more directly as a competitor to SpaceX’s Starlink service.
This shift can be seen by comparing the old and new FAQ pages. The archived “Kuiper” page from 2024 described “affordable pricing” as the company’s “core principle” and promised that the service would be offered at prices similar to inexpensive devices like the Echo Dot and Fire TV Stick.
Now, on the new “Leo” FAQ page, not only is the pricing Q&A section completely gone, but the word “affordable” does not appear anywhere. The new website focuses more on commercial and premium home use, highlighting benefits such as “seamless video calls,” “4K video streaming,” and “internet for the whole family.” Access in remote and rural areas is now mentioned only briefly, almost as a secondary consideration.
Despite all these marketing changes, Amazon posted a bright video on the social network X about the rebranding, adding the slogan: “New name, same mission.”
