Amazon plans to expand the rollout of its new conversational AI assistant Alexa+ to India, inviting Indian users to test the Hindi version.
The company sent an email to some customers, seen by TechCrunch, asking users to fill out a form in Hindi by June 22 to participate in the beta testing program.
“You are invited to join the Alexa+ Beta Program in India. We are creating a new Alexa experience, and your feedback is important to us to improve what you can do with Alexa+. By joining the Alexa+ Beta Program, you will receive a notification when a test experience in Hindi (India) becomes available,” the email said.
The email added that the beta software is buggy and may provide inaccurate information or mispronounce regional nuances. The company confirmed it is testing Alexa+ in India, but declined to comment.
As of now, Alexa+ is not available in India and it is unclear when it will launch there. Amazon launched Alexa in India with English support in 2017 and added support for Hindi in 2019. More than 600 million people speak Hindi in India, and Amazon is trying to tap into the market of native speakers of both Hindi and English through code-mixing. Companies are recognizing that voice can be a big factor in the use of AI tools in India and are exploring new ways to enable people to talk to their assistants.
Amazon first announced Alexa+, a conversational assistant powered by generative AI, in 2025. But the rollout was slow, and the new experience wasn’t rolled out to all users in the US until February. This year, the company expanded the reach of Alexa+ to countries such as the UK, Canada, Brazil, Mexico, Italy, and Germany, while supporting local situations. Amazon offers Alexa+ for free to Prime customers, while other customers can pay a monthly fee to access the latest assistant.
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