Amazon Begins Testing Alexa+ in Hindi for Users in India
Amazon is preparing to bring its next-generation AI assistant, Alexa+, to India, starting with a Hindi-language beta test. The company has begun inviting select users in the country to participate in an early testing program designed to improve the assistant before a wider rollout.
According to the invitation sent to some customers, Amazon is building a new Alexa experience for India and wants user feedback to refine how Alexa+ understands, responds, and performs in Hindi. Interested users were asked to complete a Hindi-language form by June 22 to join the beta program.
The company noted that the early version of Alexa+ may not work perfectly. As with most beta software, users could encounter bugs, inaccurate answers, or issues with pronunciation, especially when dealing with local language nuances, accents, and code-mixed speech. This is particularly important in India, where many people naturally switch between Hindi and English in everyday conversations.
Alexa+ is not currently available to the general public in India, and Amazon has not confirmed when the AI-powered assistant will officially launch in the country. However, the Hindi beta test suggests that India could be one of the next major markets for the upgraded Alexa experience.
Amazon first introduced Alexa in India in 2017 with English language support. In 2019, the company added Hindi compatibility, making the voice assistant more accessible to millions of Indian users. With more than 600 million Hindi speakers in the country, a more advanced conversational AI assistant in Hindi could help Amazon reach a much larger audience.
Alexa+ is designed as a more intelligent and conversational version of Alexa, powered by generative AI. Unlike the older assistant, which mainly responds to simple commands, Alexa+ aims to handle more natural conversations, understand context better, and complete more complex tasks.
Voice-based AI tools could become especially important in India, where many users prefer speaking over typing, particularly in regional languages. A Hindi-first Alexa+ experience may appeal to households that already use Echo devices, smart TVs, smart home products, or Amazon services.
Amazon announced Alexa+ in 2025, but its rollout has been gradual. The upgraded assistant became widely available to users in the United States earlier this year. Amazon has since expanded Alexa+ to several international markets, including the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany, with localized features and regional context.
For pricing, Amazon offers Alexa+ at no additional cost to Prime members in supported regions. Non-Prime users can access the assistant through a monthly subscription. It remains unclear whether Amazon will follow the same pricing model when Alexa+ launches in India.
The Hindi beta program marks an important step in Amazon’s AI strategy for India. If successful, Alexa+ could become a more useful digital assistant for Indian users by understanding local speech patterns, mixed-language conversations, cultural context, and everyday needs more accurately.
