Amazon is inviting users in India to beta test a Hindi-language version of Alexa+, its generative AI-powered conversational assistant, as the company works to expand the product beyond its current markets.
In June 2026, Amazon sent emails to select customers asking them to fill out a form by June 22 to join the beta program. “You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do,” the email read. Amazon confirmed it is testing Alexa+ in India but did not provide further comment, and no launch date has been announced.
The beta emails noted that the software may contain bugs, could provide inaccurate information, and might mispronounce local nuances. Amazon originally launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019.
The expansion targets a substantial audience: more than 600 million people speak Hindi in India. Amazon has noted that many users speak Hindi and English in a code-mixed way, and the company is looking to serve native speakers within that context. Voice interaction is considered a potentially significant factor in AI tool adoption in India.
Amazon first announced Alexa+ in 2025, though its rollout was gradual. The updated assistant became available to all U.S. users in February 2026, and has since expanded to the U.K., Canada, Brazil, Mexico, Italy, and Germany. Alexa+ is available at no extra cost to Amazon Prime subscribers; non-Prime users can access it through a monthly fee.
Source: TechCrunch