Amazon brings conversational Alexa+ to India with Hindi support

The tech giant is soliciting feedback through a beta program, with participants asked to register by June 22. In their outreach, Amazon acknowledged that the early software may contain bugs or struggle with inaccurate information, framing the test as a critical step in calibrating the assistant for native speakers. While the company confirmed the testing phase, it has not yet provided a definitive timeline for a full public launch.

This move targets a massive demographic, as over 600 million people in India speak Hindi. Since debuting Alexa in India in 2017 and adding Hindi support two years later, Amazon has focused on bridging the gap for users who frequently blend Hindi and English in daily conversation. The expansion follows the broader 2025 introduction of the generative AI-powered Alexa+, which reached U.S. users in February and has since rolled out across the U.K., Canada, Brazil, Mexico, Italy, and Germany. For now, the service remains a key differentiator for Prime subscribers, though the company continues to explore subscription models for non-members.