Vivo announced its collaboration with E-commerce website Amazon yesterday to unveil its first smartphone U10, under its brand new U-series portfolio on it first. Its previous Z-series had also been sold exclusively online.

The company plans on using Amazon to better shape their product. “Our association with Amazon.in for our brand-new U-series portfolio will help us cater to the specific needs of our Gen Z customers,” said Nipun Marya Vivo’s Director of Brand Strategy, India.

The U10 will come with ‘Fast Charging in the box’ and according to the company will focus on providing a long-lasting battery and smooth and fast user experience. In a statement the company said it will be developed for millennials using customer insights shared by Amazon.in.