Amazon is expanding far beyond its e-commerce roots, with the company expecting to begin offering internet service through its low Earth orbit satellite network later this year, marking a major step in its push to diversify into space-based connectivity.
The update follows the successful launch of 29 more Project Kuiper satellites from Florida early Thursday aboard a United Launch Alliance (ULA) Atlas V rocket. The mission increases Amazon’s satellite count to more than 390 as it works toward deploying a constellation of more than 3,200 satellites to provide broadband internet across the globe.
The initiative places Amazon in direct competition with SpaceX’s Starlink, which already operates roughly 10,000 satellites in orbit. Like Starlink, Amazon plans to serve individual consumers through dedicated internet terminals while also targeting governments, businesses and commercial airlines.
Amazon has invested heavily in building the network, securing dozens of rocket launches to deploy thousands of satellites. Thursday’s mission marked the company’s 14th Project Kuiper launch, bringing it closer to the commercial rollout of its satellite broadband service.
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However, the company’s ambitions are also tied to the availability of launch vehicles. ULA’s Atlas V has become the workhorse of the Project Kuiper program as two other rockets Amazon plans to use, ULA’s Vulcan and Blue Origin’s New Glenn, remain grounded.
Blue Origin suffered a major setback last month when a New Glenn rocket exploded on the launch pad, destroying the launch tower and other ground equipment. CEO Dave Limp has said the company expects to resume New Glenn launches before the end of the year as engineers continue investigating the explosion, with particular focus on the rocket’s engine section.
Meanwhile, ULA’s Vulcan rocket, which is slated to carry at least 40 Project Kuiper missions, remains grounded after encountering a solid rocket motor separation issue during a February flight. Vulcan is powered by the same Blue Origin-built BE-4 engines used on New Glenn, raising questions over whether its return to service could face further delays if the engines are found to have contributed to last month’s explosion.
Addressing the investigation, ULA spokeswoman Jessica Rye said Blue Origin has kept the company informed throughout the process.
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“They are being transparent with us as they work through the investigation. If there are crossover items with the BE-4 engines, we will collaborate with the team to find root cause and address it.”
Despite the temporary setbacks, Amazon continues to press ahead with one of the industry’s largest satellite deployment plans. The company has booked around 100 rocket launches across multiple providers to build out the full Project Kuiper constellation. Along with ULA, Amazon has secured launch agreements with European launch provider Arianespace for Ariane 6 missions and with SpaceX, whose Falcon 9 rocket has played a key role in the rapid expansion of the Starlink network.
Amazon’s growing investment in satellite broadband underscores its broader strategy of expanding beyond online retail and cloud computing into new technology businesses, positioning space-based internet as a potential long-term growth driver.