Amazon is expanding the reach of its new conversational AI assistant, Alexa+, to India. The company is inviting users in the country to participate in beta testing of a Hindi-language version, signaling its push into one of the world’s largest and most diverse voice-assistant markets.
According to emails viewed by TechCrunch, selected customers have been asked to fill out a form in Hindi by June 22, 2026, to join the beta-testing program. The invitation reads: “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 email also warns 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 comments.
Currently, Alexa+ is not available in India, and no official launch date has been announced. Amazon first introduced Alexa in India with English support in 2017, adding Hindi compatibility in 2019. With over 600 million Hindi speakers in the country, Amazon aims to tap into the market of native speakers who often communicate in a code-mixed blend of Hindi and English. Voice technology is expected to play a pivotal role in AI tool adoption in India, and major tech companies are exploring new ways to make voice assistants more accessible and context-aware.
Amazon unveiled Alexa+, its generative AI-powered conversational assistant, in 2025. The rollout was initially slow, with the new experience becoming available to all U.S. users only in February 2026. Since then, Amazon has extended Alexa+ to other markets, including the U.K., Canada, Brazil, Mexico, Italy, and Germany, with localized support in each region. Prime customers receive Alexa+ at no additional cost, while non-Prime users can access the updated assistant for a monthly fee.
via TechCrunch AI