Amazon's Project Kuiper takes flight, offering global satellite competition to Starlink

On April 28, 2025, Amazon's Project Kuiper internet network satellites are launched from the Cape Canaveral Space Force Station in Cape Canaveral, Florida, in the United States, aboard a United Launch Alliance Atlas V rocket. (Image: Reuters)

Amazon's long-developing Project Kuiper made its official debut in April, the first significant move by the tech giant into the satellite broadband competition. The launch of 27 satellites on a United Launch Alliance Atlas V rocket is more than a technical achievement—it's an overt threat to Elon Musk's Starlink and the geopolitics of global connectivity, the Financial Times reported.

From a low Earth orbit (LEO) of 630km, Kuiper's constellation seeks to deliver high-speed internet to underserved communities across the globe. But more than commercial interest, the project represents a new space race in which American technology behemoths, China, and the European Union are all competing to define the future of digital infrastructure and sovereignty.

The low Earth orbit boom

A decade ago, scientific and military missions were the exclusive domain of LEO. Now, largely due to the Falcon 9 rockets from SpaceX at relatively low cost, more than 11,000 satellites are orbiting our planet—many for communications and broadband. Estimates indicate that by 2034, the number would surpass 100,000.

LEO satellites provide quicker internet with lower latency compared to classic geostationary satellites, and hence they are in-demand for consumer and business use. Amazon enters a crowded market with contenders such as Eutelsat's OneWeb, Telesat's Lightspeed, and two prominent Chinese state-sponsored ventures—Guowang and SpaceSail—competing to dominate the landscape.

But Musk's Starlink is the unequivocal champion. With over 7,300 in-service satellites, Starlink has more than 5 million customers across 125 nations and is poised to pull in $12 billion in revenue and $2 billion in free cash flow this year. Its secret is vertical integration: rocket launches done internally, factory-delivered high-speed satellites, and a razor-sharp consumer focus.

The Kuiper advantage

Amazon is going all in—spending a reported $16–$20 billion on Kuiper. It has reserved 80 launches in five years, most on next-generation rockets. The company plans to introduce limited service this year, followed by full global reach by 2029. While SpaceX is focused on consumer adoption through subsidised hardware, Amazon may leverage its massive Prime membership and use Amazon Web Services to package cloud and satellite services together.

Onlookers point to Amazon's advantage of scale and retail brawn. "Bezos could give every Prime subscriber a Kuiper-connected device," one analyst said. "That's his ace."

Kuiper’s business model remains under wraps, but insiders say the goal is to undercut Starlink on price while offering superior service. However, as a public company, Amazon faces investor pressure to prove financial returns—unlike privately held SpaceX, which Musk runs with long-term vision and little regard for profit.

China and the geopolitical dimension

China's plans for LEO are no mystery. Its government regards Starlink as both a commercial threat and a national security threat. Its response is Guowang and SpaceSail, and it has state institutions behind it, as well as more than $2 billion of funding. SpaceSail has placed 90 satellites into space and is looking to expand quickly, particularly in Belt and Road partner nations.

Chinese systems will focus on affordability, packaged infrastructure deals, and long-term digital reliance. American officials see this as a digital version of China's geopolitical playbook—citing alarms over authoritarian leverage and undermining open internet principles.

Europe, IRIS², and sovereignty

The European Union has initiated its own initiative, the €10 billion IRIS² program to create a sovereign broadband network by 2030. Member states like Germany, Italy, and Taiwan are also developing national constellations, hesitant to be dependent on American or Chinese networks.

But Europe has internal challenges: bureaucracy, dispersed industrial interests, and late market entry. Critics caution IRIS² might enter too slowly and at too high a price to be able to effectively compete with Kuiper or Starlink.

Regulation support and the way forward

Regulators in the US are relaxing constraints to favour local players. The FCC, led by Brendan Carr, recently relaxed power constraints on LEO satellite transmission, allowing operators such as Starlink increased bandwidth and reach.

While Musk's supremacy remains unchallenged, analysts expect Amazon to become a serious competitor. After Kuiper reaches volume production and deployment, its terminals might reach consumer price levels—enabling mass adoption.

But the rivalry could lead to a price war. "Musk doesn't care about making money," analyst Tim Farrar opined. "If Amazon remains sane while Starlink loses money, others can be priced out.”

For the time being, the world's orbital future hangs in the balance. Starlink might have a lead, but the battle is hardly over—and Amazon's takeoff has only just started.