Amazon brings Alexa+ beta to India with Hindi support, targets 600 million speakers

Amazon is expanding the footprint of its conversational AI assistant, Alexa+, to India, with a beta program that supports Hindi. The company has begun inviting select customers in the country to test the Hindi-language version, marking a significant step in making the upgraded assistant available to one of the world’s largest language markets.

Beta invites and testing details

Emails sent to some Indian users, reviewed by Bitcoin World, invite them to join the Alexa+ Beta programme by filling out a form in Hindi before June 22. The email states: “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. By joining the Alexa+ Beta programme, you’ll be notified when the testing experience in Hindi (India) is available to you.”

The company acknowledged that the beta software may contain bugs and could occasionally provide inaccurate information or mispronounce local nuances. Amazon confirmed it is testing Alexa+ in India but declined to provide further comment. Currently, Alexa+ is not publicly available in India, and no official launch date has been announced.

Background and market context

Amazon first launched Alexa in India with English support in 2017, adding Hindi compatibility in 2019. With more than 600 million Hindi speakers in the country, the company is aiming to tap a vast user base that often communicates in a code-mixed blend of Hindi and English. Voice-based interaction is seen as a critical factor for AI tool adoption in India, where many users prefer speaking over typing.

Amazon originally announced the generative AI-powered Alexa+ in 2025, but its rollout was gradual. The upgraded assistant became available to all U.S. users only in February of this year. Since then, Amazon has expanded Alexa+ to several countries including the U.K., Canada, Brazil, Mexico, Italy, and Germany, with local context support.

Why this matters for Indian users

For Indian consumers, especially those who are more comfortable with Hindi, Alexa+ could offer a more natural and intuitive way to interact with smart home devices, get information, and manage daily tasks. The move also signals Amazon’s commitment to competing with other AI assistants in the region, such as Google Assistant and Apple’s Siri, which have also invested in multilingual capabilities. Voice commerce, entertainment, and education are key areas where a Hindi-enabled assistant could see strong adoption.

Pricing and availability

Amazon offers Alexa+ for free to Prime subscribers, while non-Prime users can pay a monthly fee to access the upgraded assistant. This pricing model is consistent across markets where Alexa+ has launched. The beta test in India will help Amazon refine the experience before a wider rollout, particularly for handling regional accents, dialects, and cultural nuances.

Conclusion

Amazon’s decision to test Alexa+ in Hindi in India reflects a strategic push to capture a massive, voice-first user base. While the beta is limited and the full launch timeline remains unclear, the move positions the company to better compete in a market where language and voice are central to technology adoption. The feedback from Indian users will likely shape the final product for the region.

FAQs

Q1: How can I join the Alexa+ beta in India?
Amazon is sending email invitations to select users. If you receive one, you can fill out the Hindi form by June 22 to register interest. Not all users will be selected.

Q2: Is Alexa+ free in India?
Amazon has not announced India-specific pricing yet. Globally, Alexa+ is free for Prime subscribers, with a monthly fee for non-Prime users. The same model is expected in India.

Q3: When will Alexa+ launch fully in India?
No official launch date has been announced. The beta test will help Amazon refine the assistant before a wider release. Availability is likely in the coming months.