Amazon is testing Alexa+ in India with Indian support

Amazon is planning to increase the footprint of its new AI-powered conversational assistant Alexa+ in India, and is inviting users in the country to test a Hindi version.

The company has sent emails to some customers, seen by TechCrunch, asking users to fill out a form in Hindi by June 22 to join the beta testing program.

“You are invited to join the Alexa + Beta Program in India. We are creating a new Alexa experience, and your feedback will be important to improve what Alexa + will be able to do. By joining the Alexa + Beta Program, you will be notified when the testing experience in Hindi (India) is available to you,” the email said.

The email added that the beta software may contain errors and may provide inaccurate information or mispronounce local nuances. The company confirmed that it is testing Alexa+ in India but did not provide a comment.

At the moment, Alexa+ is not available in India, and it is not clear when it will be launched in the country. Amazon launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019. Hindi is spoken by more than 600 million people in India, and Amazon is trying to tap the market of native speakers who may speak both Hindi and English in a code-mixed way. Companies are realizing that voice can be a big factor in the use of AI tools in India, and are finding new ways to get people talking with assistants.

Amazon first announced its AI-powered generative conversational assistant Alexa+ in 2025. However, its rollout has been slow, and the new experience was only made available to all users in the US in February. This year, the company increased Alexa+’s presence in countries such as the UK, Canada, Brazil, Mexico, Italy and Germany, while supporting local context. Amazon is offering Alexa+ to Prime customers for free, and others can pay a monthly fee to access the updated assistant.