Amazon launches Alexa+ in India with Hindi support
Amazon has launched its generative AI assistant, Alexa+, in India with support for Hindi and English, and made it available to all customers in an Early Access period. The assistant can sustain longer, context-aware conversations, switch between English and Hindi mid-sentence, and perform multi-step tasks like ordering from Amazon Now and controlling smart home devices.
Why It Matters
The release brings Amazon’s latest conversational AI to a large Hindi-speaking population and ties the assistant into local services, potentially increasing adoption of Amazon’s smart devices and commerce ecosystem in India. Post-testing pricing differentiates Prime and non-Prime users, indicating a paid tier for broader access after Early Access ends.
Key Facts
- Product: Alexa+ conversational assistant
- Availability: Early Access to all customers in India in Hindi and English
- Post-testing pricing: Free for Prime customers; ₹2,000 per month ($20.85) for non-Prime customers
- Key capabilities: Longer, context-aware conversations, more expressive voice, multi-step tasks
- Examples of tasks: Ordering groceries from Amazon Now; turning smart home devices on/off
Amazon has rolled out its GenAI-powered assistant, Alexa+, in India with support for Hindi and English and opened an Early Access program for all users in the country. The company says the upgraded assistant can carry longer conversations while retaining context, uses a more expressive voice, and can handle complex multi-step commands.
Alexa+ supports code-switching between English and Hindi mid-sentence and can perform actions such as ordering groceries through Amazon’s quick-commerce service Amazon Now and controlling connected smart home devices. Amazon emphasized the assistant’s integrations with local platforms to make those actions more useful for Indian users.
The assistant is connected to several India-based services, including food delivery platform Swiggy, Zomato’s ticketing product District, travel sites TripAdvisor and MakeMyTrip, and restaurant booking app EazyDiner. It also works with music services like Amazon Music and JioSaavn, extending voice control to entertainment as well as commerce and smart home scenarios.
Amazon said Alexa+ will be made free for Prime subscribers after the Early Access period, while non-Prime users will be charged ₹2,000 per month (about $20.85). The company previously invited users to test Alexa+ in June and has been expanding the assistant globally since announcing it in 2025 and rolling it out in the U.S. in 2026; this year it launched localized versions in markets including the U.K., Canada, Brazil, Mexico, Italy and Germany. Amazon first introduced Alexa in India in English in 2017 and added Hindi in 2019, and the company notes its smart home device shipments in the country have grown about 20% year-over-year.
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