Amazon smartphone ‘Tenor’ coming in January

In a bid to expand its private label play, Amazon India is set to launch a smartphone in January under the brand name Tenor. However, this is not the ecommerce giant’s first foray into an in-house smartphone. The Seattle-based company had quietly 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.

“We leverage the customer data and feedback to understand the gaps in the selection, pricing and reach out to our vendors or OEMs to manufacture relevant products,” said Manish Tiwary, vice president, Amazon India. The company calls it ‘Crafted for Amazon.’ Experts say private label market in India for smartphones is fairly nascent. “The overall mobiles and tablet market would be at $8.5-9 billion annualised run rate in terms of gross merchandise volume,” said Anil Kumar, CEO, RedSeer Consulting.

“The smartphones private label would be targeting the local, low-brand and mid-brand strength of smartphones which make up almost 20% of the market, thereby making it a $2-billion opportunity for these private labels.”

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