Amazon officially entered the satellite internet race on Monday, launching the first 27 satellites of its ambitious Project Kuiper constellation from Florida. This marks the long-awaited beginning of a plan to create a global broadband network, challenging SpaceX’s dominant Starlink service.
The 27 satellites represent the opening salvo of a planned 3,236 that Amazon aims to place into low-Earth orbit as part of a $10 billion project announced in 2019. Like Starlink, Kuiper targets a broad range of customers — from individual consumers to businesses and government agencies — looking for fast internet access worldwide.
The satellites rode into space atop an Atlas V rocket, courtesy of United Launch Alliance, a joint venture between Boeing and Lockheed Martin. The launch lifted off from Cape Canaveral Space Force Station at 7 p.m. EDT after bad weather delayed a previous attempt on April 9.
Project Kuiper stands as one of Amazon’s most significant ventures, setting it against heavyweights not only like Starlink but also traditional telecom giants like AT&T and T-Mobile. Amazon envisions Kuiper as a game-changer for underserved rural regions where internet options are scarce or nonexistent.
Originally hoping to launch in early 2024, Amazon’s timeline has slipped by over a year. It now faces pressure to deploy at least 1,618 satellites — half the planned constellation — by mid-2026, in line with U.S. Federal Communications Commission (FCC) requirements. Analysts expect the company may eventually request a deadline extension.
Shortly after launch, Amazon is expected to confirm that all satellites have successfully made contact from its Redmond, Washington, operations center. If all goes smoothly, Kuiper service could start reaching customers before the end of 2025.
Tory Bruno, CEO of United Launch Alliance, mentioned that up to five additional Kuiper missions might launch this year. Amazon previously stated that with 578 satellites deployed, it could begin offering service in select northern and southern areas, expanding toward the equator with subsequent launches.
Project Kuiper represents Amazon’s bold leap into the satellite sector, despite starting later than rivals. Company leaders believe Amazon's strengths in consumer products and cloud services will help Kuiper carve out its own stronghold against Starlink’s head start.
Amazon previously launched two test satellites in 2023, later deorbiting them in early 2024, but kept a relatively low profile until it announced its first operational launch earlier this month.
Meanwhile, SpaceX has established a breakneck pace, with over 8,000 Starlink satellites in orbit since 2019. SpaceX now averages at least one Starlink launch per week, fueling a network that already serves over 5 million users across 125 countries. Starlink's success has disrupted traditional satellite communications and attracted attention from defense and intelligence sectors.
Despite the competition, Amazon founder Jeff Bezos remains confident. Speaking with Reuters in January, he said, "There’s insatiable demand" for broadband from space. “There’s room for lots of winners. Starlink will continue to be successful, and so will Kuiper.”
Although Kuiper’s main focus will be commercial users, Bezos acknowledged its potential military applications, leveraging the advantages of low-Earth orbit systems.
In 2023, Amazon unveiled its Kuiper user terminals — compact, cost-efficient devices including a vinyl record-sized antenna and a smaller model akin to the Kindle. Amazon plans to produce tens of millions of these units at under $400 apiece.
To power its constellation, Amazon locked in 83 rocket launches across multiple providers — ULA, France's Arianespace, and Bezos’ own Blue Origin — setting a new record for the largest commercial launch contract in history.