Amazon announced on Wednesday that it will launch its satellite internet service, Amazon Leo, in South Africa in 2027, marking the company’s first satellite internet agreement on the African continent. The service will be introduced through a partnership with Herotel, a South African internet provider, targeting the country’s population of approximately 62 million.

The announcement positions Amazon to enter Africa’s most developed economy ahead of Elon Musk’s SpaceX Starlink, a key competitor that has expanded satellite internet access to around two dozen African countries. Starlink, which began launching satellites in 2019 and now operates more than 10,000 satellites globally, has yet to establish operations in South Africa, where regulatory hurdles remain.

Musk has publicly criticized South African government policies governing the telecommunications sector, particularly the country’s affirmative action rules. These regulations require foreign companies in the sector to allocate a minority ownership share to Black or other non-white South African partners as part of licensing conditions. Designed to address historic inequalities from the apartheid era, these policies have been cited by Musk as a barrier to Starlink’s entry, alleging that the requirements are racially motivated. Musk’s criticisms have sparked controversy, with South African officials defending the affirmative action framework as a necessary step to promote equitable economic participation.

The South African government has expressed support for the Amazon-Herotel agreement. Communications Minister Solly Malatsi participated in the announcement alongside representatives from both Amazon and Herotel.

Amazon’s satellite internet project, previously known as Project Kuiper, has been developing low Earth orbit (LEO) internet satellites, with over 390 operational to date following its first launches in 2025. The company plans to expand Amazon Leo throughout Africa by partnering with additional firms, including Vanu Inc., a U.S.-based company specializing in mobile internet solutions for developing markets.

Satellite internet is seen as a significant growth opportunity in Africa, where many rural and underserved areas lack reliable fixed-line internet infrastructure. The continent, home to over 1.5 billion people, represents a large potential user base for internet services delivered via satellite technology.

Amazon has also secured agreements to roll out Amazon Leo in other regions, including Southeast Asia, South America, and Australia, with announced partnerships in countries such as Thailand, Kazakhstan, Argentina, Brazil, and Peru.

As Amazon moves forward with its expansion plans, Starlink continues to maintain a lead in global satellite internet operations, offering services in more than 160 countries worldwide. The competition between these two major providers highlights the growing importance of satellite internet as a tool to bridge digital divides in underserved markets.