Amazon is set to expand its new conversational AI assistant, Alexa+, into the Indian market and is encouraging local users to participate in testing its Hindi version.
The company has reached out to select customers via email, inviting them to complete a registration form in Hindi by June 22 to take part in the beta testing phase.
“We invite you to join the Alexa+ Beta program in India. We’re developing a new Alexa experience, and your insights will be crucial in enhancing what Alexa+ can offer. Participating in the Alexa+ Beta program means you’ll be informed when the Hindi testing experience becomes available,” the email stated.
The correspondence also mentioned that the beta version may contain bugs and could deliver incorrect information or misinterpret local phrases. While Amazon confirmed the testing of Alexa+ in India, no further comments were provided.
Currently, Alexa+ is unavailable in India, and it remains uncertain when it will be officially launched. Amazon introduced Alexa in the country with English support in 2017 and incorporated Hindi capabilities in 2019. With over 600 million Hindi speakers in India, Amazon aims to engage with the market of native speakers who may blend both Hindi and English in their communication. Companies recognize that voice interaction could significantly influence the adoption of AI tools in India and are exploring new ways for users to converse with assistants.
Initially announced in 2025, Alexa+, powered by generative AI, has experienced a gradual rollout, becoming accessible to all U.S. users only in February. This year, Amazon has expanded Alexa+ to several nations, including the U.K., Canada, Brazil, Mexico, Italy, and Germany, with localized support. The upgraded assistant is available to Prime customers at no charge, while others may subscribe for a monthly fee to utilize the new features.
