Amazon brings Alexa+ to India with Hindi support

Amazon has launched its Alexa+ conversational assistant in India with Hindi support, the company announced. The upgraded assistant can hold longer conversations while maintaining context, and is available to all customers in the country in Early Access, in both Hindi and English. After the early-testing period, Amazon will make Alexa+ free for Prime members; non-Prime customers will pay ₹2,000 ($20.85) a month.

Amazon says the new Alexa has a more expressive voice and can handle complex, multi-step tasks — including ordering groceries through its quick-commerce service Amazon Now and controlling smart home devices. Users can switch between English and Hindi mid-sentence. The assistant is also integrated with a set of India-based services: food-delivery app Swiggy, Zomato’s ticket-booking platform District, travel sites TripAdvisor and MakeMyTrip, restaurant-reservation app EazyDiner, and music services Amazon Music and JioSaavn.

In June, TechCrunch reported that Amazon had invited users to enroll in a Hindi-language Alexa+ testing program, and later began testing an English version as well. Amazon first launched Alexa in India in English in 2017, adding Hindi support in 2019. India has more than 600 million Hindi speakers, and Amazon is looking to tap that market through its smart devices and new features; the company hasn’t disclosed absolute figures but says its smart-home device sales have grown 20% from last year.

Amazon announced its GenAI-powered Alexa+ in 2025 and rolled it out to all U.S.-based users in 2026. This year, the company has also launched the assistant, with local-language support, in the U.K., Canada, Brazil, Mexico, Italy, and Germany.

Why it matters

India’s Hindi-speaking user base gives Amazon one of its largest potential audiences yet for a paid AI-assistant tier, testing whether local-language support and deep integration with services like Swiggy and MakeMyTrip can convert free users into a growing subscription business.