BPI-M3 Installing to eMMC not going to plan

Hello fine Banana Pi people!

I’m having issues trying to install Android to eMMC.

I’ve got Android on the SD card and booted successfully, I’ve checked USB debug is enabled (was by default). I’ve powered it, used the uboot button and connected it to my laptop via USB (Win10 64bit), I have the drivers for Android installed (the ones that came with Phoenix didn’t install, but ones from the SDK worked). Now Phoenix 1.0.7 from Banana Pi site does not see the M3 connected, 1.0.10 sees it fine. If I try and upload Android via 1.0.10 it reboots the M3 with just a red LED, nothing else.

Am I doing something wrong?