Amazon tests Alexa+ in India with Hindi support for 600M speakers
Beta signups open now for Hindi-speaking users in India.
Amazon is expanding the reach of its conversational AI assistant Alexa+ to India, inviting users to beta test a Hindi-language version. The company sent emails to select customers asking them to fill out a form by June 22 to join the program. The email noted that the beta software may contain bugs and provide inaccurate information or mispronounce local nuances, reflecting the challenges of adapting the assistant to India's diverse linguistic landscape. Alexa+ was first announced in 2025 but had a slow rollout, reaching US users only in February 2025. Since then, Amazon has brought the assistant to markets like the UK, Canada, Brazil, Mexico, Italy, and Germany.
India represents a major opportunity for Amazon, with over 600 million Hindi speakers. The company launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019. The new Alexa+ version leverages generative AI for more natural conversations, including code-mixed Hindi-English interactions common among Indian users. Amazon offers Alexa+ for free to Prime subscribers, while others pay a monthly fee. The beta program will help refine the experience before a wider launch, though no timeline has been announced for general availability in India.
- Amazon is beta testing Alexa+ in India with Hindi support, inviting users to sign up by June 22.
- The assistant was initially announced in 2025 and reached US users in February 2025, followed by UK, Canada, Brazil, Mexico, Italy, and Germany.
- India has over 600 million Hindi speakers, and the beta will focus on code-mixed Hindi-English interactions.
Why It Matters
Amazon is betting on voice AI to capture India's massive Hindi-speaking market, potentially reshaping how millions interact with smart assistants.