Since its establishment in 1994 as an online book retailer, Amazon recognized the growing need for digital connectivity. Always visionary, Amazon foresaw the transformative power of the internet even when it was selling the latest flip phones alongside everyday items like macaroni and cheese. While there are multiple ways to connect to the internet, such as cable, fiber optic, mobile wireless, and DSL via phone lines, they all rely on land-based infrastructure. In contrast, satellite internet utilizes satellites in space and ground stations on Earth to provide nearly ubiquitous coverage.

In 2019, Amazon founded a subsidiary called Kuiper Systems, named in honor of the astronomer Gerard Kuiper. The following year, the FCC granted Amazon a license to launch and operate satellites for Project Kuiper. The goal is to establish a network of 3,236 satellites in low Earth orbit (LEO), offering high-speed internet access worldwide. The deployment is structured in five phases, with internet services commencing after the first 578 satellites are in orbit. Amazon has partnered with ULA, Arianespace, and Blue Origin to start the satellite launches. As per the FCC license, Amazon must launch and operate 50% of its satellites by July 30, 2026, and the remainder by July 30, 2029.

Amazon reinvented the satellite antenna, or “dish” used by legacy satellite companies. The new design looks like a white tabletop sitting on a platinum pedestal. Three sizes will be available; Standard size is designed to transmit at speeds up to 400 Mbps. It is about 11 inches square, 1 inch thick, and weighs under 5 pounds. The smaller Compact model is only 7 inches square and weighs 1 lb. It will transmit speeds up to 100 Mbps. The larger and faster Pro version is 19” x 30” and transmits speeds up to 1 Gig.

Amazon is also going to build a new Satellite Processing Facility at the Kennedy Space Center to support the endeavor.

Amazon is strategically positioning its pricing for the upcoming service, potentially undercutting the $100 monthly benchmark. This would undercut the price of traditional satellite providers. If its plans do not require a contract that will be another consumer incentive. Although the precise pricing structure is yet to be disclosed, Amazon underscores the cost-effectiveness principle inherent to Project Kuiper. Leveraging insights from their economically engineered devices, such as the Echo Dot and Fire TV Stick, Amazon intends to implement a congruent pricing paradigm for this internet service. This pricing model would present a more economical alternative to SpaceX’s Starlink current residential plan and be more affordable than legacy satellite providers. However, it will take time for Amazon to get all of its satellites in position so that coverage is widely available. Starlink has waiting lists for people who want the service as soon as it becomes available in their area.

Amazon's foray into the broadband internet sector has the potential to redefine the landscape for digital connectivity enthusiasts. With the proliferation of broadband solutions, there's an observable trajectory towards more competitive pricing structures and the phasing out of restrictive data caps. Nonetheless, the comprehensive deployment and optimization of these networks are anticipated to span several developmental phases.