The smartphones, first of which goes on sale on January 5, will be launched under the company's 'Crafted for Amazon' programme, it said in a statement.
Explaining the programme, Amazon.in said it shares customer insights with OEM partners. These partners then design and manufacture products as per industry leading quality and reliability standards.
Amazon provides go-to-market support for these products, it added.
The first device -- 10.or D series smartphone features 5.2 inch screen and 3,500 mAH battery. It will be priced Rs 4,999 onwards
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All 10.or D phones will be manufactured in India, with only the first set of units made in China, the statement said.
"The promise of 10.or is to combine world-class manufacturing with marketing insights and a convenient, trusted shopping experience from Amazon," Noor Patel, Director
Category Management, Amazon India said.
In November, Flipkart had launched its Billion Capture+ brand of smartphones.
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