Amazon is preparing to expand access to Alexa+, its generative AI-powered conversational assistant, into India and has begun inviting select customers to test a Hindi-language version of the service.
The company recently emailed some users in India, asking them to complete a Hindi-language form by June 22 for a chance to participate in a beta program. According to the invitation, Amazon is seeking feedback to help shape the next version of the assistant before broader availability.
“You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do. By joining the Alexa+ Beta programme, you’ll be notified when the testing experience in Hindi (India) is available to you,” the email stated.
The invitation also cautioned participants that the beta version may contain bugs, provide inaccurate responses, or incorrectly pronounce local language nuances. Amazon confirmed it is conducting Alexa+ testing in India but did not offer additional details.
Alexa+ is not currently available in the country, and Amazon has not disclosed a launch timeline. The move builds on the company’s existing Alexa presence in India, where the voice assistant debuted with English support in 2017 before gaining Hindi capabilities two years later.
A Hindi version of Alexa+ could help Amazon reach a broader audience in a market where hundreds of millions of people speak the language. The company appears to be targeting users who frequently switch between Hindi and English in everyday conversations, a common communication style that technology companies increasingly support in voice-based products.
Amazon first unveiled Alexa+ in 2025 as a conversational assistant powered by generative AI. The rollout progressed gradually, with the experience becoming available to all U.S. users only in February. Since then, Amazon has expanded the service to several international markets, including the U.K., Canada, Brazil, Mexico, Italy, and Germany, adapting the assistant for local language and contextual requirements.
The company includes Alexa+ at no additional cost for Prime subscribers, while non-Prime users can access the service through a monthly subscription.
This analysis is based on reporting from TechCrunch.
Image courtesy of Amazon.
This article was generated with AI assistance and reviewed for accuracy and quality.
About this article: This article was generated with AI assistance and reviewed by our editorial team to ensure it follows our editorial standards for accuracy and independence. We maintain strict fact-checking protocols and cite all sources.
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