Amazon India to launch new smartphone in January
BENGALURU: In a bid to expand further into its private label play, Amazon India is all 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 created smartphone. The Seattle-based company quietly launched two models of smartphones – Tenor E and G – a couple of months prior to its homegrown rival Flipkart that came out with its 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 as ‘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.Read more ↓
“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,” he said. Apart from smartphones, Amazon India already consists of private labels Solimo, Symbol and Myx for categories including staples, fashion and electronic accessories. It also sells its global brand Amazon Basics in the country.
Globally, too, the retail giant has been doubling down on its private label as the Indian arm continues to expand private label across categories like fashion, accessories, and home. Amazon had launched its brand of smartphone under Fire and has worked with OEMs to provide Prime exclusive smartphones — both in the US.
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