Amazon has launched its conversational AI assistant, Alexa+, in India with Hindi language support, expanding the generative AI-powered assistant’s rollout following earlier launches in the US, UK, Canada, Brazil, Mexico, Italy and Germany. The assistant is available in Early Access across Hindi and English, allowing users to switch languages mid-sentence, hold longer conversations, and maintain context throughout.
Amazon said the upgraded assistant features a more expressive voice and can manage complex multi-step tasks, including ordering groceries through Amazon Now and controlling smart home devices. Alexa+ is integrated with several India-based platforms, including food delivery service Swiggy, ticket booking platform District, travel sites TripAdvisor and MakeMyTrip, restaurant reservation app EazyDiner, and music services including JioSaavn.
Following the early access period, Alexa+ will be offered free to Prime members, while non-Prime customers will pay ₹2,000 monthly. Amazon first introduced Hindi testing for the assistant in June, followed by English-language testing shortly after.
Amazon originally launched Alexa in India in English in 2017, adding Hindi support in 2019. With more than 600 million Hindi speakers in the country, Amazon is positioning the AI assistant to expand its footprint in the market, reporting that smart home device adoption has grown 20% over the past year. Alexa+ was first unveiled in 2025 and became available to all US users earlier this year.
