Amazon has officially introduced its Alexa+ conversational assistant in India, equipped with support for Hindi. This upgraded assistant is designed to engage in extended conversations while retaining context.
Currently, the feature is accessible to all users in India in a trial phase, supporting both Hindi and English languages. Following this initial testing phase, the assistant will be available for free to Prime subscribers. For those without a Prime membership, the cost will be ₹2,000 per month (approximately $20.85).
The updated Alexa boasts a more dynamic voice and can manage intricate, multi-step commands, such as ordering groceries from Amazon’s on-demand delivery service and controlling smart home devices. Users have the flexibility to switch between English and Hindi seamlessly within conversations.
Amazon has also stated that Alexa+ features integration with various Indian services, including food delivery platform Swiggy, Zomato’s ticketing service District, and travel sites like TripAdvisor and MakeMyTrip. In addition, restaurant reservations can be made via the EazyDiner app, and the assistant is compatible with music services like Amazon Music and JioSaavn.
Back in June, reports indicated that Amazon had invited users to join a trial for Alexa+, allowing them to interact with the assistant in Hindi. Following this, tests for an English variant of Alexa+ began as well.
Alexa was first launched in India in English in 2017, with Hindi language support added in 2019. With over 600 million Hindi speakers in the country, Amazon is keen to capture this demographic through its smart devices and features. Although the company has not provided exact figures, it did mention a 20% increase in the growth of its smart home products compared to the previous year.
The introduction of AI-powered Alexa+ was initially revealed in 2025, followed by a broader rollout for users in the U.S. in 2026. This year, the assistant has also made its debut in additional markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany, tailored to incorporate local language contexts.
