Amazon launched its Alexa+ conversational assistant in India on September 16, 2026, adding Hindi-language support alongside English. The upgraded assistant is currently available to all customers in the country through an Early Access period.
Once the early testing phase ends, Alexa+ will be free for Amazon Prime members. Non-Prime customers will pay ₹2,000 per month (approximately $20.85) to access the service.
Alexa+ is designed to hold longer conversations while maintaining context, handle multi-step tasks, and switch between Hindi and English mid-sentence. Supported tasks include ordering groceries through Amazon’s quick commerce service Amazon Now and controlling smart home devices. The assistant also features a more expressive voice compared to its predecessor.
Amazon has integrated Alexa+ with several India-based platforms, including food delivery services Swiggy and Zomato’s ticket booking platform District, travel sites TripAdvisor and MakeMyTrip, restaurant reservation app EazyDiner, and music streaming services Amazon Music and JioSaavn.
India represents a significant market for Amazon’s assistant ambitions. The country has more than 600 million Hindi speakers, and Amazon first brought Alexa to India in English in 2017, adding Hindi support in 2019. The company reported that its smart home devices in India have grown 20% year over year, though it did not provide absolute figures.
Amazon originally announced the generative AI-powered Alexa+ in 2025 and rolled it out to all U.S. users in 2026. India is part of a broader international expansion that has also included the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with local language support. In June 2026, Amazon had invited Indian users to join a Hindi-language testing program for Alexa+ before extending trials to an English version.
Source: TechCrunch