Amazon expands AI-powered Alexa+ to India with bilingual Hindi-English support

Amazon has rolled out Alexa+, its next-generation conversational AI assistant, to the Indian market with native Hindi language capabilities alongside English. The enhanced assistant maintains context throughout extended interactions and supports seamless switching between the two languages mid-conversation.

Pricing and availability#

The service is entering an early access phase available to all customers in both Hindi and English. Once the testing period concludes, Amazon will offer Alexa+ free to Prime members, while non-Prime customers will pay ₹2,000 per month (approximately $20.85).

Expanded capabilities#

The upgraded assistant brings several improvements over its predecessor: a more expressive voice, ability to handle multi-step workflows, and deeper integration with India's ecosystem. Users can manage smart home automation, place grocery orders through Amazon Now, and access a range of third-party services. The assistant works with Swiggy and Zomato for food delivery and ticketing, travel platforms TripAdvisor and MakeMyTrip, restaurant booking service EazyDiner, and music apps including Amazon Music and JioSaavn.

Market timing and strategy#

India represents a key growth opportunity, with over 600 million Hindi speakers. Amazon first introduced Alexa to the country in English during 2017, adding Hindi support two years later. Though the company hasn't disclosed specific user figures, it reported that smart home device adoption has grown 20% year-over-year.

Broader rollout momentum#

Amazon initially unveiled the AI-driven Alexa+ platform in early 2025 and made it generally available to U.S. customers in early 2026. Throughout this year, the company has extended the assistant to English-speaking markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with localized language support.