Key facts
- Amazon has launched its Alexa+ conversational assistant in India with Hindi support.
- The new assistant can maintain context during longer conversations.
- Alexa+ will be available for free to Prime customers after an early access period.
- Non-Prime customers will pay ₹2,000 per month for Alexa+.
- The assistant features a more expressive voice and can handle multi-step tasks.
- Alexa+ integrates with Indian services like Swiggy, Zomato, TripAdvisor, MakeMyTrip, and EazyDiner.
Amazon has introduced its advanced conversational assistant, Alexa+, to the Indian market, featuring enhanced capabilities in Hindi and English. The upgraded assistant is designed to hold more natural, context-aware conversations and can manage complex, multi-step tasks, such as ordering groceries via Amazon Now and controlling smart home devices. Users can seamlessly switch between Hindi and English within a single conversation.
Initially available in Early Access, Alexa+ will be offered free to Amazon Prime members following the testing phase. Non-Prime customers will be able to access the service for a monthly fee of ₹2,000 ($20.85).
Amazon has integrated Alexa+ with a range of India-specific services, including food delivery platforms Swiggy and Zomato's ticket booking service District, travel websites like TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. Music streaming services such as Amazon Music and JioSaavn are also integrated.
The company had previously invited users to a testing program for Alexa+ in June, with both Hindi and English versions being evaluated. Amazon first launched Alexa in India in English in 2017, adding Hindi support in 2019. The expansion into the Indian market, which has over 600 million Hindi speakers, aims to capitalize on the growing demand for smart devices, which have seen a 20% increase in sales year-on-year. Amazon had initially announced the AI-powered Alexa+ in 2025 and made it available to U.S. users in 2026, with recent launches also occurring in the UK, Canada, Brazil, Mexico, Italy, and Germany.