Blue Origin's giant New Glenn rocket blasted off from Florida early Thursday morning on its first mission to space, an inaugural step into Earth's orbit for Jeff Bezos' space company as it aims to rival SpaceX in the satellite launch business.

Amazon founder Jeff Bezos (and many others) posted pics of Blue Origin’s New Glenn rocket, named for astronaut John Glenn, on social after liftoff.

BREVARD COUNTY, Fla. — The rocket is scheduled to launch from Cape Canaveral Space Force Station in Brevard County. The 3-hour window opened at 1 a.m. Blue Origin scrubbed a launch on Monday, saying that ice formed on a power unit. The New Glenn is roughly 320 feet tall and designed to carry satellites into space.