Key facts
- Amazon is testing a Hindi-language version of its generative AI assistant, Alexa+, in India.
- The company is inviting select customers to join a beta testing program.
- Alexa+ was first announced in 2025 and rolled out to U.S. users in February.
- Amazon aims to cater to the over 600 million Hindi speakers in India.
- The beta software may contain bugs and provide inaccurate information.
Amazon is expanding its generative AI-powered conversational assistant, Alexa+, to India, with a focus on testing a Hindi-language version. The company has begun inviting select customers in India to participate in a beta program, requesting they fill out a form in Hindi by June 22 to join. This move aims to tap into the significant market of over 600 million Hindi speakers in India, exploring how users might engage with AI assistants using code-mixed Hindi and English.
While Alexa was initially launched in India with English support in 2017 and later added Hindi compatibility in 2019, the Alexa+ experience is a newer iteration. Amazon announced Alexa+ in 2025, and its rollout has been gradual, becoming available to all U.S. users in February. The company has since expanded its availability to countries including the U.K., Canada, Brazil, Mexico, Italy, and Germany, incorporating local context. Amazon offers Alexa+ for free to Prime customers, with a monthly subscription option for others. The company confirmed the testing in India but offered no further comment on launch timelines.