American e-commerce giant Amazon in India is planning to launch its own smartphone brand “Tenor” in January. Earlier also, the Seattle-based company launched two models of smartphones – Tenor E and G – a couple of months before its homegrown rival Flipkart had come out with its own in-house smartphone under private label Billion.

Calling it ‘Crafted for Amazon’

Amazon is calling its smartphone launch as ‘crafted for Amazon’. The e-commerce company has worked with two OEMs– Huaqin Technology and Longcheer to build these smartphones. While Amazon has soft-launched two such phones in past few months, it is bringing a sub Rs 10,000 smartphone under the brand in January.

Flipkart Pushing Multiple Private Labels

Flipkart has been pushing into the market multiple private labels over the last one year to better its margins. The company’s co-founder Sachin Bansal who was the brain behind “Billion” has introduced its own brand of smartphones last month.

Smartphones an Important Segment

Smartphones have been the most imperative portion of items for e-tailers in India as they are a noteworthy piece of their general deals. Despite the fact that the edges are thin in the space, web-based business organizations tend to concentrate on the volume play to build up their sales. During 2017, outsider information pointed that there was an intense battle between these two players in the smartphones portion.