Online US retail giant Amazon is set to launch smartphones in India under a private label which may intensify its competition with Flipkart in the handset category.

 The e-commerce giant has worked with two OEMs - Huaqin Technology and Longcheer to build these smartphones under 'Crafted for Amazon' programme, reports Times of India. Amazon India VP, Manish Tiwary, said: "the company will strike similar arrangements for other categories."



Tiwary claimed that Amazon's smartphone business grew 95 percent in value terms between July 2016 to June 2017 while the growth in value terms was 85 percent for the last two quarters. He added, " After crunching the data we figured, users are looking for good battery at an attractive pricing. Processors are equally important for these consumers. With these inputs, we have worked together with our partners to bring the new Tenor D (10.or) in January."
Tiwari also told Times of India that Amazon has other private labels in India like Myx, Symbol, Solimo in other categories. He added, "We have the best brands launching their latest model with us. Brands like One Plus have been our long-term partners."
Flipkart is not behind in the race, it's co-founder Sachin Bansal launched the Billion private brand in 2017 which unveiled smartphones for the Indian retail giant.