Amazon is testing Alexa+ in India with Hindi support

Amazon is set to broaden the reach of its innovative conversational AI, Alexa+, by introducing a beta testing phase for Hindi speakers in India. The tech giant has reached out to select customers via email, inviting them to participate in this unique program by filling out a form in Hindi before the June 22 deadline. The invitation reads, "You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be crucial in refining the capabilities of Alexa+. By joining, you’ll be notified when the Hindi testing experience becomes available." The email also cautions participants that the beta software may contain bugs and could misinterpret local nuances. While Amazon has confirmed the testing of Alexa+ in India, specifics regarding its official launch remain undisclosed. Alexa was first introduced in India with English support back in 2017, followed by the addition of Hindi capabilities in 2019. With over 600 million Hindi speakers in the country, Amazon aims to engage this demographic, especially those who communicate in a blend of Hindi and English. Recognizing the significant role of voice interaction in AI usage across India, Amazon is seeking new methods to enhance user engagement with virtual assistants. Originally unveiled in 2025, Alexa+ has been gradually rolled out, with U.S. users gaining access in February of this year. The company has since expanded Alexa+ to various markets, including the U.K., Canada, Brazil, Mexico, Italy, and Germany, integrating local context into the experience. Currently, Alexa+ is available for free to Prime members, while others can opt for a monthly subscription to enjoy its enhanced features.