Amazon Rebrands Its Starlink Rival as “Amazon LEO” Ahead of Expected Pakistan Launch

Amazon has rebranded its satellite internet initiative, Project Kuiper, as Amazon Leo—a move that signals a new phase in the company’s global communications strategy. The new name highlights the system’s reliance on low Earth orbit satellites, which form the backbone of Amazon’s plan to provide high-speed internet worldwide.

Originally introduced in 2019, Project Kuiper aimed to deliver fast and reliable internet to underserved and remote regions. Amazon envisioned a constellation of over 3,000 satellites capable of covering up to 95 percent of the global population. Despite unveiling prototype satellites, user terminals, and plans for a space-laser communication network, progress toward an operational system remained slow for several years.

A major breakthrough came in April 2025, when Amazon successfully launched the first 27 satellites intended for the operational network. This milestone marked the shift from development to deployment, although Amazon remains behind its main competitor, Starlink. SpaceX launched Starlink’s beta service in 2020 and has since scaled aggressively, forming partnerships with T-Mobile for satellite texting and collaborating with multiple airlines to test or provide in-flight connectivity.

The rebranding to Amazon Leo suggests that Amazon is preparing to position its satellite system as a consumer-ready and commercial-ready product, even though it still trails Starlink in coverage and availability. The company has yet to announce an official launch date for widespread service, but users can register online to receive updates as deployment continues.

Government sources have recently indicated that Amazon plans to expand its satellite service to Pakistan by 2026, signaling the company’s ambition to rapidly broaden its global footprint once the network becomes operational.