Amazon launches Project Kuiper satellites to challenge Starlink dominance

Amazon's Kuiper constellation enters critical deployment phase as the company races against time and Starlink’s lead.

A United Launch Alliance Atlas V rocket carrying Amazon's Project Kuiper lifts off from Space Launch Complex 41 with the first production satellites on April 28, 2025, in Cape Canaveral, Florida. Photo by Miguel J. Rodriguez Carrillo/Getty Images

By Anna Fadiah and Hayu Andini

Amazon has officially entered the satellite internet race with the launch of 27 Project Kuiper satellites, aiming to establish itself as a credible competitor to Elon Musk’s Starlink. The Kuiper satellites were launched aboard a United Launch Alliance (ULA) Atlas V rocket from Cape Canaveral, Florida, marking a pivotal step in Amazon’s multi-billion dollar ambition to offer global broadband connectivity.

This launch, confirmed by ULA on Monday, forms part of Amazon’s effort to build a 3,236-satellite constellation in low Earth orbit (LEO). The Kuiper initiative is seen as a direct challenge to Starlink, the satellite internet service operated by Musk’s SpaceX, which currently dominates the LEO broadband market.

A critical move in a rapidly evolving sector

The emergence of Amazon’s Project Kuiper comes at a time when multiple governments and industries are looking for viable alternatives to Starlink, particularly given geopolitical sensitivities surrounding Musk’s influence and statements related to the U.S. and Ukraine.

“Kuiper is the next big heavyweight to enter the arena,” said Caleb Henry, an analyst at Quilty Space. “The goal now is to really begin to crank things up, [to] launch regularly and quickly enough to get enough satellites up to start a service.”

Amazon’s satellite internet ambitions form a cornerstone of CEO Andy Jassy’s vision to create a new revenue pillar alongside Amazon Web Services, e-commerce, and its Prime membership service. Project Kuiper, along with other long-term investments in areas such as healthcare, autonomous vehicles, and artificial intelligence, signals Amazon’s push to diversify its business in anticipation of future demand.

Fierce competition with Starlink

Despite this strong entry, Amazon faces a significant uphill battle. Starlink has already launched more than 7,000 satellites since its first mission in 2019 and serves over 4.5 million customers globally. The SpaceX-led network accounts for more than 60 percent of all active satellites in orbit, giving it a substantial first-mover advantage.

Starlink’s prominence in geopolitically sensitive areas, including its vital role in Ukraine’s defense infrastructure, has further complicated the global landscape. Elon Musk’s controversial statements and political affiliations have led several governments and companies to seek out non-Starlink alternatives—opening a window of opportunity for Amazon.

Challenges with manufacturing and deployment

Still, Amazon's Project Kuiper faces considerable internal challenges. Persistent manufacturing delays and weather-related postponements have slowed progress. Monday’s satellite launch was only the third for Project Kuiper, following the launch of two prototypes last year.

A previous Kuiper launch scheduled earlier this month was canceled due to adverse weather conditions. Amazon’s capacity to meet its targets is also hindered by its late start compared to SpaceX and ongoing issues with satellite production scaling.

The Federal Communications Commission (FCC) has imposed a crucial deadline on Amazon: half of the planned 3,236-satellite constellation must be in orbit by July 2025. Given the current pace of development and the backlog in production, industry experts believe Amazon is unlikely to meet this requirement unless it is granted a waiver.

“The writing was on the wall a long time ago that they would miss the target,” Henry said. “But the FCC rules were designed to prevent companies from hoarding orbital slots. Amazon just needs to show that they’re very serious about getting their constellation launched.”

Strategic partnerships to boost Kuiper deployment

To meet its ambitious launch schedule, Amazon has secured launch capacity from several global providers. These include ULA, Arianespace, Jeff Bezos’s Blue Origin, and even SpaceX—the company it aims to rival. This unusual reliance on a competitor underscores both the urgency and scale of Amazon’s Kuiper operations.

The partnership with ULA, a joint venture between Boeing and Lockheed Martin, played a pivotal role in Monday’s successful launch. Additional launches with Arianespace and Blue Origin are expected later this year, contributing to Amazon’s accelerated deployment timeline.

Amazon has yet to unveil the full scope of Kuiper’s service offerings, but Jassy has hinted that the platform could potentially serve between 300 million and 400 million customers across retail, enterprise, and government sectors. By tapping into Amazon’s existing logistics, cloud computing infrastructure, and brand recognition, Project Kuiper could emerge as a major disruptor in the global internet services market.

Global implications and future prospects

Amazon’s push into satellite broadband reflects broader shifts in global communications infrastructure. As countries reevaluate their dependence on U.S.-based platforms like Starlink, the diversification of LEO internet providers becomes increasingly critical. Project Kuiper’s success could offer not just technological alternatives but also new models for internet governance, coverage, and control.

If Amazon can overcome its manufacturing and logistical hurdles, Project Kuiper may not only rival Starlink but also redefine how consumers and governments access broadband in underserved or remote regions. However, much depends on Amazon’s ability to execute rapidly and efficiently while navigating regulatory challenges.

For now, Project Kuiper’s first operational launch is a symbolic victory and a necessary step toward realizing a constellation that could reshape the dynamics of global internet access.

A race against time and market dominance

Amazon’s entry into the satellite internet market with Project Kuiper represents a bold and strategic attempt to challenge the dominance of Starlink. Although Amazon is entering the race relatively late, its scale, resources, and strategic vision give it a fighting chance. With a 2025 FCC deadline looming and competition intensifying, Kuiper’s future hinges on rapid deployment, regulatory flexibility, and its ability to capitalize on growing demand for non-Starlink alternatives.

If Amazon succeeds, it won’t just be another player in the space—it will be a defining force in the future of global connectivity.