Amazon plans to challenge Starlink with new streaming bundle for subscribers

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Amazon is preparing to enter the satellite broadband internet business before the end of 2026, and it’s possible that this will be tied to an Amazon Prime subscription. The company said it could use its ecosystem of services to attract users to its LEO (low earth orbit) satellite internet, potentially including Amazon Prime Video. While the company figures out the details of these potential deals, there are of course some advantages to using satellite internet, including its ability to connect to just about anywhere on the planet.

Amazon told Ars Technica in an interview that it has already placed 396 satellites into orbit and produced more than 1,000. It eventually plans to have a network of 3,200 people for its “first generation” product, the company said. Amazon’s satellites are meant to compete with SpaceX’s Starlink, promising to offer users internet services that enable 4K streaming and “seamless” video calls, even in areas where cable internet can be difficult to reach. Amazon representatives told Ars that bundles could include the company’s Ring doorbells, FireTVs, or even potentially the company’s eero Wi-Fi equipment.

Amazon has worked hard to expand its satellite program, even considering a partnership with European rocket company Arianespace. However, Amazon has a long way to go. The company’s planned launch of some 3,200 satellites pales in comparison to the more than 10,000 Starlink satellites launched and currently in orbit. Additionally, Amazon also faces its own satellite production and launch issues.

Formerly known as Project Kuiper, Amazon Leo beta services are expected to roll out by late 2026 or early 2027 for Canada, Germany, France, the United States, and the United Kingdom. Anyone in these five regions can sign up through Amazon’s free waitlist. For comparison, Starlink is currently available in over 100 countries and also has over 4 million subscribers.

Besides its small satellite constellation launched so far, Amazon has also faced regulatory issues that have led to delays. The company has also had to contend with the high cost of sending materials to space, with one report suggesting Amazon pays between $2,600 and $7,000 per kilogram for rocket flights.

Ultimately, Amazon might not compete directly with Starlink, at least initially. Over time, however, industry observers wonder whether Amazon could aim for greater overall Internet coverage around the world, as its LEO satellites can orbit farther from Earth than Starlink (590 to 630 km versus 340 to 550 km for Starlink). As for Amazon having Prime deals, it will be interesting to see if that will help attract customers when Leo finally launches.