Amazon begins testing Alexa+ in India with Hindi support

Amazon is testing its generative AI-powered conversational assistant, Alexa+, in India. The company has begun inviting users in the country to sign up for a beta-testing program, distributing emails that ask interested participants to fill out a form in Hindi. Users have until the deadline of June 22 to submit the form to join the program.

The initiative specifically targets native speakers who may use code-mixed Hindi and English—the linguistic practice of blending Hindi and English. By focusing on these language patterns, Amazon aims to tap into a massive demographic in India, where more than 600 million people speak Hindi. The effort builds on Amazon’s long-term localization strategy in the country; the company first launched the original Alexa in India with English support in 2017, subsequently adding Hindi compatibility in 2019.

However, the new conversational assistant is not yet widely available. At the moment, Alexa+ is currently unavailable in India, and the company has not confirmed a public release date. Amazon has also warned early testers about the limitations of the pre-release software. In its invitation emails, the company noted that the beta software would have bugs and might give inaccurate information or mispronounce local nuances.

This pilot program in India is part of a gradual expansion for the conversational assistant. Amazon first announced Alexa+ in 2025, but the rollout has proceeded slowly. The service was made available to all U.S. users in February 2026. Since then, Amazon has expanded the footprint of Alexa+ to several international markets, including the U.K., Canada, Brazil, Mexico, Italy, and Germany.

Why it matters

Amazon is expanding the footprint of its generative AI-powered assistant, Alexa+, to India, a market with more than 600 million Hindi speakers, as part of a broader international rollout.