New Delhi. 10.or (Tenor), a new brand from Amazon under its latest programme ‘Crafted for Amazon’, has announced a new budget centric smartphone, D, in India. The device comes with a price of Rs 4,999 for the 2GB RAM and 16GB storage option and the 3GB RAM variant is priced at Rs 5,999.The phone will go on sale from 5 January onwards exclusively on Amazon

With this, Amazon is trying to foray into smartphone market without taking up the full ownership of the smartphone itself.  Longcheer is the manufacture of this phone, while the previously launced 10.or E and 10.or G were developed by Huaqin Technology. The company says that it wants to provide products to cater local customer demand. With the latest budget centric smartphone, will these smartphone can create an impact in the highly competitive budget segment?

Design and Display

To start with the design first, the smartphone looks like just another smartphone available on the market. This device is in build of polycarbonate unibody, which does not feel cheap when you hold it. Further, the brand has added anti fingerprint coating at the front, which should keep it smudge free. The company has added a fingerprint sensor at the device, especially at this price point, as not many smartphones are available with this feature.

Talking about some key design aesthetics, the screen comes with some thick bezels around the display. The front facing camera is at the top while the navigation controls are on screen. The right side have a power on/off button and volume controls, while the left sports dual-SIM slot and a dedicated microSD card slot. At the top, a headphone jack, while at the base, there is micro USB port or charging slot. At the back, there is a primary camera and just beneath it, you will find fingerprint sensor. At the base of the back panel, lies the speaker grille. The smartphone does look good and it will surely give tough competition to the Xiaomi Redmi 5A in terms of design and other features.

Coming to the device display, the phone sports a 5.2-inch HD screen with a resolution of 1280 x 720 pixels. The smartphone also comes with anti fingerprint coating, though still there some noticeable smudges on the screen. The display looks good as well and it comes with some interesting viewing angles.

Hardware and Software

Coming to hardware specifications, the 10.or D is powered by a 1.4GHz Qualcomm Snapdragon 425 processor along with Adreno 308 GPU. The device comes in two configurations: 2GB RAM + 16GB storage and 3GB RAM + 32GB storage. This is where it gets interesting. The brand has priced has the phone at a very competitive price and it is in direct competition with the Xiaomi Redmi 5A. The phone gives a neck on neck competition to Xiaomi budget centric smartphone redmi 5A, as both of them sports almost similar specifications. However, Xiaomi has a strong channel of after sales support, but10.or doesn’t.

Amazon has decided to keep the stock Android experience for the 10.or brand. The smartphone runs on Android 7.1.2 Nougat and it comes with minimal bloatware. The apps you will find is the host of Amazon apps that can be easily accessed via single sign in method after booting for the first time. However, it would be interesting to see whether the smartphone is able to perform well or not.


On the camera, the 10.or D sports a 13-megapixel rear camera with LED flash, while there is a 5-megapixel selfie camera on its front. The camera UI is pretty well and simple and  different Scene mode including Auto, HDR, Portrait, Landscape, Flowers and some general filters to play with.

The performance of the cameras seems to be pretty much average as one can find certain yellowish hue in the pictures. The front camera of the device does an average job as well and it seems that camera is not the strongest point of this smartphone.

Battery and Connectivity

The 10.or D is backed by a 3500mAh Li-polymer battery that the company claims to deliver up to 25 hours of talk time and up to 10 hours on the internet and 70 hours of MP3 playback time. On the connectivity, it supports 4G, Bluetooth, WiFi, dual-SIM, GPS, micro SD card slot and micro USB port.