Amazon Rebrands Kuiper ‘Leo’ as It Scales Up Satellite Service

Amazon.com Inc. is rebranding its Project Kuiper broadband satellite network with a new name, Amazon Leo, as the company scales up the service to compete with Elon Musk’s Starlink.

The company announced the change on Thursday, stating that Kuiper was always intended to be a code name through the program’s early milestones.

“Now, we’re ready to share our permanent brand for the program: Amazon Leo, a simple nod to the low Earth orbit satellite constellation that powers our network,” Amazon said in a statement.

Amazon, which announced its low-Earth orbit project in 2019, has 150 satellites in ...