JetBlue partners with Amazon's Project Kuiper to upgrade inflight Wi-Fi, becoming the first airline to adopt the satellite service.
The upgrade will use low-Earth orbit satellites, reducing latency and enhancing bandwidth for seamless streaming.
This strategic move helps JetBlue maintain its reputation for high-quality free Wi-Fi amidst growing competition.
JetBlue is partnering with Amazon's Project Kuiper to upgrade its inflight connectivity, becoming the first airline to sign on for the satellite internet service. The deal is a major move for Amazon as it races to compete with Starlink and a strategic play for JetBlue to defend its long-held reputation as a leader in free, high-quality inflight Wi-Fi.
The LEO leap: The upgrade, set to begin in 2027 on about 25% of the fleet, swaps out traditional geostationary satellites for Kuiper's low-Earth orbit (LEO) network. By operating just a few hundred miles above Earth—instead of over 22,000—the LEO satellites drastically cut latency, delivering the kind of bandwidth needed for seamless streaming and getting work done.
The Wi-Fi wars: The move is a direct response to competitors finally catching up to the free-for-all model JetBlue pioneered in 2013. "We were the first to do this... we decided if other people are trying to catch up... what are we going to do... to stay ahead?" JetBlue president Marty St. George said on a call with reporters. Meanwhile, Elon Musk’s Starlink is already dominant in the space, with thousands of satellites in orbit and deals secured with nearly a dozen other airlines.
A calculated bet: For Amazon, landing its first airline provides a crucial foothold in the aviation market. For JetBlue, siding with the challenger is a strategic gamble. The airline’s current Viasat-powered service is not in desperate need of an upgrade, so it can afford to wait, banking on Amazon's deep pockets and tech prowess as the company builds out its constellation.
The partnership gives Amazon an entry into a competitive market and allows JetBlue to reassert its brand as an innovator. The deal sets the stage for the next phase of competition over who will own connectivity in the skies.
Also on our radar: The battle for better plane Wi-Fi is heating up across the board. The same day as JetBlue’s announcement, Southwest said it would soon offer free Wi-Fi to its loyalty program members. The move is part of a larger trend, with JetBlue's Wi-Fi upgrade fitting into a broader strategy that includes adding its first-ever airport lounge and a domestic first-class cabin. Meanwhile, Amazon is also playing a longer game, having already signed a deal with Airbus to get its Kuiper technology integrated directly into new aircraft.
