As competition in the AI assistant market intensifies, Amazon has started testing its next-generation Alexa+ assistant in India, giving select users early access to a Hindi-language version of the generative AI-powered service.
The company has reportedly sent invitations to a limited group of customers, encouraging them to join a beta-testing programme for Alexa+ in Hindi. Interested users were asked to register through a dedicated form, with Amazon stating that participant feedback would help improve the experience before a broader launch.
Amazon noted that the beta version may occasionally contain bugs, provide inaccurate responses, or mispronounce certain local words and expressions. While the company confirmed that testing is underway, it has not revealed a timeline for the wider rollout of Alexa+ in India.
Currently unavailable in the country, Alexa+ represents a major upgrade to Amazon’s voice assistant platform. The move signals the company’s intention to strengthen its presence in one of its largest international markets. Amazon first introduced Alexa in India in 2017 with English support and later expanded the service to Hindi in 2019.
The Hindi-focused rollout could help Amazon reach a much larger user base, as voice-based interactions continue to emerge as a key driver of AI adoption across India. Technology companies are increasingly focusing on regional languages and natural conversations, including code-mixed communication that blends Hindi and English.
Amazon unveiled Alexa+ in February 2025 as a more advanced and conversational AI assistant. The rollout initially began gradually before becoming available to all users in the United States earlier this year. Since then, the company has expanded the service to several global markets, including the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany, with support for local languages and regional contexts.
In countries where Alexa+ is available, the service is offered free to Amazon Prime subscribers, while non-Prime users can access it through a monthly subscription plan.
The development comes as competition in India’s AI assistant space grows. Recently, Reliance introduced its AI-powered Call Agent, capable of joining phone calls, transcribing conversations, and performing tasks such as booking cabs and ordering food across 22 Indian languages.
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