Amazon is expanding the availability of its new conversational AI assistant, Alexa+, to India, where it is testing a Hindi-language version. The company sent out emails to some customers, which were seen by TechCrunch, asking users to fill out a form in Hindi by June 22 to join the beta-testing program. The email emphasized that the beta software might have bugs and could provide inaccurate information or mispronounce local nuances.
The company confirmed it is testing Alexa+ in India but did not provide further details. At present, Alexa+ is not available in the country, and the launch date remains unclear. Amazon launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019. The company is targeting the market of native Hindi speakers who might use code-mixed Hindi and English.
Amazon first announced Alexa+ in 2025, but its rollout was slow, with the new experience becoming available to all U.S. users only in February. This year, the company has expanded Alexa+’s footprint to countries like the U.K., Canada, Brazil, Mexico, Italy, and Germany, with support for local context. Amazon offers Alexa+ to Prime customers for free, and others can pay a monthly fee to access the updated assistant.
Source: techcrunch
