Amazon brings Alexa+ to India with Hindi and English support
Amazon has launched its Alexa+ conversational assistant in India in Early Access, offering customers Hindi and English support. The generative AI-powered service is designed to sustain longer conversations, retain context and handle more complex multi-step requests than the earlier Alexa experience.
Customers can switch between English and Hindi in the middle of a sentence. Amazon said Alexa+ has a more expressive voice and can order groceries through its Amazon Now quick-commerce service as well as turn smart-home devices on and off.
India-specific service integrations
The India launch connects Alexa+ to a group of local and global consumer services. Amazon named food-delivery platform Swiggy, Zomato’s ticket-booking platform District, travel services TripAdvisor and MakeMyTrip, and restaurant-reservation app EazyDiner among the integrations.
Music support includes Amazon Music and JioSaavn. These connections position the assistant to carry out requests spanning entertainment, dining, travel, shopping and home controls rather than limiting interactions to standalone voice commands.
Pricing and market context
Alexa+ is available to all customers in India during the Early Access period. Amazon plans to make it free for Prime customers after early testing. Non-Prime customers will be charged ₹2,000 per month, equivalent to $20.85, the company said.
Amazon introduced Alexa in India in English in 2017 and added Hindi support in 2019. India has more than 600 million Hindi speakers, and Amazon is seeking to address that audience through its smart devices and new assistant capabilities. The company did not disclose device totals, but said smart-home devices grew 20% from the previous year.
Broader Alexa+ rollout
Amazon initially announced the generative AI version of Alexa+ in 2025 and made it available to all US-based users in 2026. This year, it has also introduced the assistant in the UK, Canada, Brazil, Mexico, Italy and Germany with local-language context.
The wider device strategy will be relevant as Amazon’s plans for devices and Alexa+ outlines Amazon’s plans for devices and Alexa+, while the India release demonstrates how language switching and local service links can shape the product in a major regional market.
For businesses using voice channels, the practical implication is to test whether bilingual requests, transaction hand-offs and service integrations work reliably before treating Alexa+ as part of a customer journey.