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Amazon Ditches Affordability Pitch, Rebrands Satellite Network
ByAinvest
Sunday, Nov 16, 2025 1:50 pm ET1min read
Amazon's satellite internet program, previously known as Project Kuiper, has been rebranded as "Leo." The name change reflects a shift in focus from serving underserved communities to securing commercial contracts. The company's language has also changed, with affordability no longer being emphasized as a key principle. The rebranding comes as Amazon competes with SpaceX's Starlink service.
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