After years of waiting, Amazon has finally launched its Kuiper internet satellites. The tech giant launched its first 27 satellites into low-Earth orbit from Florida on Monday, kicking off deployment of a broadband-from-space network.

It’s a big bet that pits it against telecoms providers around the globe as well as Elon Musk’s Starlink. These are the first of over 3,200 satellites Amazon plans to launch for Project Kuiper, a $10 billion dollar effort.

Like Starlink, Amazon has positioned Kuiper as a boon to rural areas where connectivity is sparse or doesn’t exist. The launch of its first satellites, originally planned for early 2024, was delayed by over a year.

US regulators want half the satellites launched by the middle of next year, but given delays so far, experts think Amazon might request an extension.

Project Kuiper has had a late start in the market for space, which is dominated by Musk’s SpaceX. Amazon believes its product and cloud experience will give it an edge over Starlink.

Executive Chairman Jeff Bezos has voiced confidence that Kuiper can compete. There’s room for lots of winners there. I predict Starlink will continue to be successful, and I predict Kuiper will be successful as well.

Amazon is expected to confirm contact with all the satellites from its Redmond control center within days. The company said it expects to ‘begin delivering service to customers later this year’ if all goes as planned.