AI
Amazon expanding Alexa+ to India with Hindi-language testing
The company is inviting Indian users to beta-test its generative AI assistant with support for Hindi, recognizing voice as a key driver of AI adoption in the region.
TechCrunch — AI
Amazon is moving its next-generation conversational AI assistant Alexa+ into India, recruiting local users to test a Hindi-language version of the platform.
The company has begun sending invitations to select customers asking them to join a beta-testing program, with sign-ups due by June 22. As noted in the email reviewed by TechCrunch: "We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do."
Why India matters for voice AI#
With over 600 million native Hindi speakers in India, Amazon is pursuing a significant opportunity in a market where voice interfaces are increasingly seen as a primary gateway to AI tools. The company previously rolled out English-language Alexa in India in 2017 and added Hindi support in 2019, suggesting a pattern of expanding local language capabilities where demand exists.
Alexa+ itself—the company's generative AI-powered evolution of the original voice assistant—launched in 2025 but faced a slower rollout, only reaching all U.S. users by February 2026. The company has since expanded to the U.K., Canada, Brazil, Mexico, Italy, and Germany with localized context. Prime members get free access; non-members pay a monthly subscription.
Amazon confirmed testing in India without providing additional detail on launch timing or final feature parity with the English version.
