Amazon is inviting Indian users to beta-test a Hindi-language version of Alexa+, its generative AI conversational assistant. The company emailed select customers, as reported by TechCrunch, asking them to complete a form by June 22 to participate. Alexa+ is not yet available in India, and Amazon has not announced a launch date.

What does the beta actually involve? The invitation email informed users that they would be notified when the Hindi (India) testing experience became available, meaning access would not be granted immediately upon registration. Amazon also stated that the beta software may contain bugs, provide inaccurate information, or mispronounce local words and nuances. The company confirmed to TechCrunch that it is testing Alexa+ in India but declined to provide additional details.

Why India, and why Hindi? More than 600 million people in India speak Hindi. Amazon is targeting native Hindi speakers who often mix Hindi and English in conversation, a code-switching pattern that is common in urban and semi-urban areas. Voice technology is increasingly seen as a key driver of AI adoption in India, with many companies working to integrate AI assistants into phone calls, apps, and smart devices.

This is not Amazon’s first initiative to support Hindi. The company launched Alexa in India with English in 2017 and added Hindi compatibility in 2019.

Amazon launched Alexa and Echo devices for Indian customers in February 2018, introducing the Echo, Echo Dot, Echo Plus, and Harman Kardon Allure on Amazon.in. At launch, Indian users could access more than 12,000 Alexa skills across categories such as Business & Finance, Food & Drink, Games, Music & Audio, and News, all in English. The 2018 launch primarily targeted English-speaking users and encouraged local developers to build applications using the Alexa Skills Kit ecosystem.

Alexa+’s slow global march: Amazon announced Alexa+ in 2025, but the rollout has been gradual. The updated experience became available to all U.S. users in February 2026. Since then, Amazon has expanded Alexa+ to the UK, Canada, Brazil, Mexico, Italy, and Germany, with support tailored to local languages and contexts. India is expected to be the next addition, though it is still in pre-launch testing.

Amazon currently offers Alexa+ at no additional cost to Prime subscribers, while non-Prime users pay a monthly subscription fee. It remains unclear whether the same pricing model will apply in India.

Also read:

• Amazon Brings Alexa+ to the Web With Alexa.com Browser Interface: What This Means
• Explained: Amazon’s Legal Battle Over Alexa’s Voice Recording Privacy Violations
• Alexa, don’t share my data: Amazon introduces on-device processing of voice recordings