Amazon has officially announced that its advanced conversational assistant, Alexa+, is now available in India, introducing robust support for Hindi alongside English. The rollout marks a significant milestone for the tech giant as it expands its next-generation artificial intelligence capabilities into one of its most critical international markets. The newly upgraded assistant is designed to handle significantly longer conversations, maintain deep contextual awareness across multiple exchanges, and execute complex, multi-step tasks with a more expressive and natural-sounding voice.
The service is currently rolling out to customers across the country through an Early Access program supporting both Hindi and English. Following the conclusion of this initial testing phase, Amazon plans to make the Alexa+ assistant entirely free of charge for its Prime subscribers. For customers who do not hold a Prime membership, the company has established a pricing tier of ₹2,000 per month, which translates to approximately $20.85. This pricing strategy reflects Amazon’s broader effort to tie its cutting-edge artificial intelligence infrastructure directly into its existing customer loyalty ecosystems while offering a standalone option for non-subscribers.
Among the standout capabilities of the new Alexa+ assistant is its advanced linguistic flexibility. Users are now able to fluidly switch between English and Hindi mid-sentence, a natural communication pattern prevalent in many bilingual Indian households and urban centers. Furthermore, the upgraded assistant possesses the capability to manage intricate, multi-step directives. For instance, users can seamlessly order household groceries through Amazon’s quick commerce service, Amazon Now, while simultaneously issuing commands to control smart home appliances, such as turning connected lights and electronic devices on or off.
To maximize its utility within the Indian market, Amazon has engineered Alexa+ to integrate natively with a wide array of popular India-based digital services. The assistant is now connected with prominent food delivery platforms like Swiggy, Zomato’s specialized ticket booking platform District, leading travel and hospitality websites such as TripAdvisor and MakeMyTrip, and the restaurant reservation application EazyDiner. In addition to these lifestyle and service integrations, the upgraded assistant also connects seamlessly with major music streaming platforms, including Amazon Music and JioSaavn, allowing for hands-free audio playback and media control tailored to local user preferences.
The launch follows a series of incremental testing phases conducted by the company over the past year. In June, industry reports first highlighted that Amazon had begun inviting select users in India to enroll in an exclusive testing program for Alexa+, granting them early opportunities to interact with the conversational assistant in Hindi. Following the initial trials with the regional language variant, the company subsequently initiated a beta-testing program for an English-language version of Alexa+ in the country, gathering crucial user feedback on performance, response accuracy, and conversational flow.
Amazon’s deep engagement with the Indian consumer base dates back nearly a decade. The company originally launched its Alexa ecosystem in India in English back in 2017, later expanding its linguistic capabilities by introducing dedicated Hindi support in 2019. With India boasting a population of more than 600 million native and fluent Hindi speakers, the tech giant views the region as a vital frontier for expanding the footprint of both its smart home hardware devices and its AI-driven software features. Although Amazon did not disclose absolute sales figures for its hardware portfolio during the recent announcement, the company reported that demand for its smart home devices has experienced a year-over-year growth rate of 20 percent.
The broader rollout of Alexa+ represents the ongoing global deployment of Amazon’s generative artificial intelligence architecture. The company initially unveiled the gen AI-powered version of Alexa+ in early 2025 before making the assistant widely available to all users based in the United States in early 2026. Over the course of the current year, Amazon has steadily introduced the advanced assistant to several international markets, including the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany, tailoring each regional release to incorporate local language nuances, cultural contexts, and localized service partnerships.