Amazon announced that its generative AI-powered conversational assistant, Alexa+, is now available in India in Early Access with support for both Hindi and English.
Capabilities of the new assistant
According to the company, Alexa+ can sustain longer conversations and better maintain context during exchanges. The assistant features a more expressive voice and can handle complex, multi-step tasks such as placing grocery orders through Amazon's quick commerce service Amazon Now and turning smart home devices on or off. Users can switch between English and Hindi mid-sentence.
Local integrations and music services
Amazon said Alexa+ is integrated with India-based services including food delivery service Swiggy, Zomato’s ticket booking platform District, travel sites such as TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. The upgraded assistant also works with music streaming services like Amazon Music and JioSaavn.
Access and pricing
The feature is available to all customers in India in Early Access in both Hindi and English. After the early testing period, Amazon plans to make the assistant free for Prime customers. Non-Prime users will be charged a monthly fee of ₹2,000, approximately $20.85.
Background and rollout timeline
Amazon first launched Alexa in India in English in 2017 and added Hindi support in 2019. The company noted that India has more than 600 million Hindi speakers and is aiming to increase its presence in that market through smart devices and localized features. While Amazon did not provide absolute user numbers, it said sales of its smart home devices have grown by 20% year-on-year.
In June, TechCrunch reported that Amazon had invited users to enroll in a testing program for Alexa+ that allowed conversations with the assistant in Hindi; the company later began testing an English version as well.
Amazon initially announced the gen AI-powered Alexa+ in 2025 and made it available to all U.S.-based users in 2026. This year the company has rolled out the assistant with local language context in other markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany.
