Amazon is preparing to expand the availability of its new conversational AI assistant, Alexa+, to India, commencing with an invitation for users in the country to participate in testing a Hindi-language version.
TechCrunch observed emails dispatched by the company to select customers, which requested recipients to complete a form in Hindi by June 22 to enroll in the beta testing program.
The email stated, "You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do. By joining the Alexa+ Beta programme, you’ll be notified when the testing experience in Hindi (India) is available to you."
The communication further cautioned that the beta software might contain bugs, deliver inaccurate information, or mispronounce local nuances. While Amazon confirmed its current testing of Alexa+ in India, the company declined to provide further comment.
Currently, Alexa+ is not available in India, and a launch timeline for the country has not yet been clarified. The original Alexa was introduced in India with English support in 2017, followed by Hindi compatibility in 2019. With over 600 million Hindi speakers in India, Amazon is strategically targeting this market segment, particularly users who may engage in code-mixing between Hindi and English. Companies recognize voice interaction as a potentially significant driver for AI tool adoption in India and are actively developing innovative methods for users to converse with AI assistants.
Amazon initially announced its generative AI-powered conversational assistant, Alexa+, in 2025. However, its rollout was gradual, with the new experience becoming fully accessible to all U.S. users only in February. This year, the company has broadened Alexa+'s global reach to include countries such as the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with support for local contexts. Alexa+ is offered free of charge to Prime customers, while others can access the enhanced assistant through a monthly subscription fee.
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