Amazon rebrands satellite project to challenge Starlink in global space internet battle
Amazon's newly named satellite network promises to transform farming through space-based internet, challenging Elon Musk's Starlink in a battle for global connectivity.
Amazon has rebranded its low earth orbit satellite offering, intensifying its battle with Elon Musk’s Starlink to control the global space internet market and end “digital darkness”.
Project Kuiper will be rebadged Amazon Leo – a nod to the low earth orbit (LEO) constellation of satellites. It comes as Amazon moves into the commercial rollout phase of its ambitious project, armed with what it claims is a significant technological advantage and a landmark deal with Australia’s taxpayer-backed NBN Co.
Amazon Leo will replace NBN Co’s heavily criticised Sky Muster satellite service across regional, rural, and remote areas, offering more than 300,000 customer access to high-speed broadband services.
The rebranding from the internally-used “Project Kuiper” – inspired by the Kuiper Belt, a ring of asteroids on the edge of the solar system – to the permanent “Amazon Leo” marks the end of an extensive, secretive development phase.
During this time, Amazon secured “the largest set of launch contracts in history,” completed prototype missions, and has since deployed over 150 production satellites. It aims to launch more than 3200 satellites in its constellation, offering speeds of up to 400Mbps.
Amazon says it is not just competing on speed; it is competing on scale and technology. The company now operates one of the largest satellite production lines on the planet and has developed advanced customer terminals, including the first commercial phased array antenna designed to support gigabit speeds.
Lisa Scalpone, Project Kuiper’s head of worldwide consumer, said the NBN deal showed Amazon could be a “trusted partner,” emphasising that the global nature of the satellite constellation makes the incremental cost to serve low-population density areas “super low.”
This affordability focus, she said, is key to Amazon’s broader business strategy, as greater global connectivity fuels its e-commerce and digital streaming operations.
Amazon is aggressively targeting critical enterprise sectors with its LEO offering, announcing a partnership with Australian ag tech firm Connected Farms.
Connected Farms will leverage Amazon Leo to provide fast, reliable connectivity to farmers worldwide who currently “operate in digital darkness.” This collaboration frames Amazon’s technology as the “backbone of a new agricultural revolution,” providing the high-performance connectivity necessary to power “Connected Intelligence” across modern farms — linking precision technology, automation, robotics, and real-time data systems.
“This is more than connectivity, it’s the backbone of a new agricultural revolution,” said Tom Andrews, Connected Farms chief executive and co-founder.
“Amazon is building one of the most advanced satellite communications networks in the world. By combining that enterprise-grade service with our CommsXtend system, we’re empowering farmers to unlock the full potential of their operations driving profit, safety, and sustainability like never before.“
The enterprise-grade solution will use a purpose-built, IP67-rated customer terminal, an antenna specifically designed to endure the harsh operating conditions of agricultural machinery, including rain, wind, dust, and constant vibrations.
Chris Weber, Amazon Leo vice president of business and consumer said: “We believe everyone in the world should have access to high-speed internet, whether you’re a large technology company in a metro area or a farmer or agricultural enterprise in the most remote areas of the world”.
“Connected Farms has made a commitment to help farmers conquer digital darkness, and we’re proud to help them deliver on that vision by adding Project Kuiper to their service offering.”
Connected Farms is scheduled to start piloting the service in the UK and North America in 2026.
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