Amazon is simultaneously advancing two sprawling initiatives in June—putting a new consumer-facing artificial intelligence tool to the test during Prime Day while navigating federal scrutiny of its planned Globalstar acquisition. The dual push reflects a company betting heavily on both personalization and space-based connectivity to power its next growth phase.
The tech giant has started rolling out a generative AI feature in the US that lets shoppers create custom designs for apparel and drinkware simply by speaking a description. Powered by the “Alexa for Shopping” function, the tool turns natural-language requests into printable motifs for T-shirts, sweaters, and water bottles. Users can then refine the images and place orders through Amazon’s “Merch on Demand” service, which handles production and delivery at no extra design cost—customers pay only for the finished product.
The move shifts the spotlight of Amazon’s AI efforts from cloud services and data centers directly into the retail experience. By linking the new customization tool with existing assistants Rufus and Alexa+, the company aims to keep users inside its app longer. The timing is deliberate: the annual Prime Day sale in June generates massive traffic, and bespoke merchandise could give transaction volumes an extra lift.
On the satellite front, Amazon is pushing for regulatory clearance to absorb Globalstar outright. The Federal Communications Commission has formally opened a review of the license transfer, accepting the joint application as eligible for consideration but not yet approving it. Objections may be filed until July 6, with rebuttals due by July 21 and replies by July 31. If approved, Amazon would take full ownership of Globalstar, including all subsidiaries and its spectrum licenses—assets that are central to the company’s low-Earth-orbit network, Amazon Leo.
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The deal carries strategic weight far beyond satellite hardware. Globalstar holds global spectrum rights that Amazon intends to use for direct device-to-satellite connectivity, bypassing traditional cell towers. Notably, Amazon has struck an agreement with Apple to have Amazon Leo provide satellite services for iPhone and Apple Watch models, including an emergency SOS function. The FCC’s decision therefore affects not only broadband capacity but also the infrastructure behind a consumer service with millions of potential users.
Operationally, the constellation build-out is accelerating. Since April 2025, Amazon Leo has launched more than 330 satellites across twelve missions. The next flight, LE-03, is scheduled for June 17 and will carry 36 satellites—the largest payload yet for Amazon Leo and the Ariane 6 rocket. Meanwhile, the FCC has separately granted Amazon Leo some flexibility by not capping the number of approved satellites as a hard limit before July 30, 2026. Satellites not operational after that date will temporarily lose priority status, though the deadline can be extended to March 30, 2028, or until Amazon Leo operates 50% of its constellation, whichever comes first. The agency cited Amazon’s more than $10 billion investment as a reason to foster a second major LEO broadband provider alongside SpaceX.
Investors have taken a measured view of both developments. In European trading, Amazon shares edged up 0.26% to €213.40, while the US-listed stock slipped 0.32% to $245.22. The paper has gained roughly 10% since the start of the year but remains about 10% below its 52-week high of nearly $238 (€213.40 equivalent? No, careful: primary article says 52-week high of knapp 238 Euro, secondary says 245.22 Dollar. They reference different markets. We’ll keep both separate: the Euro high is near €238, the US high is not given but implied. Actually secondary says “Der Abstand zum 52-Wochen-Hoch von knapp 238 Euro beträgt derzeit gut zehn Prozent.” That’s from primary. We’ll just say “the stock has given up about 10% from its 52-week high of near €238.” But careful: US stock high not provided. Better to mention European high and US price separately to avoid confusion.
The market seems to view the AI customization feature as a useful addition rather than an immediate catalyst, and the FCC review as a necessary procedural step. The real tests lie ahead: Prime Day will show whether generative design tools can convert curiosity into actual purchases, while the FCC’s final ruling—and the pace of satellite launches—will determine whether Amazon’s $10 billion-plus bet on space-based broadband reaches orbit on schedule.
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