Amazon Expands Alexa+ Beta to India with Hindi Language Support

Amazon is rolling out a beta program for its next-generation conversational AI assistant, Alexa+, in India, with a significant focus on Hindi language integration. This move aims to broaden the reach of its advanced AI capabilities within the Indian market, targeting a substantial user base that includes over 600 million Hindi speakers.

The company has begun inviting select customers in India to participate in the Alexa+ Beta program. These invitations, sent via email, request users to complete a Hindi-language form by June 22 to join the testing phase. The initiative underscores Amazon’s strategy to refine Alexa+’s capabilities based on local user feedback before a wider launch.

Key facts:

Feature	Detail
Product	Alexa+ (conversational AI assistant)
Market	India
Language support	Hindi (beta), English (existing)
Beta program	Launched June 2026, by invitation

Expanding Localized AI Experiences

The beta program signals Amazon’s commitment to delivering AI experiences tailored to specific regional linguistic and cultural nuances. The invitation emails acknowledged that the beta software might contain bugs, deliver inaccurate information, or mispronounce local terms, indicating the early stage of this localized development. While Amazon confirmed the testing in India, a specific launch date for the full version of Alexa+ in the country has not yet been announced.

Amazon initially introduced the standard Alexa to India in 2017 with English support, subsequently adding Hindi compatibility in 2019. The introduction of Alexa+ with Hindi from the beta phase highlights the growing recognition of voice as a critical interface for AI tools, particularly in markets like India where code-mixing (blending Hindi and English) is common.

Global Rollout and Market Strategy

Amazon first unveiled Alexa+ in 2025, but its global rollout has been gradual. The advanced AI assistant became available to all U.S. users in February of the current year. Since then, Amazon has expanded Alexa+’s footprint to several other countries, including the UK, Canada, Brazil, Mexico, Italy, and Germany, incorporating local context support in each region.

For Prime customers, Alexa+ is offered free of charge. Non-Prime users have the option to subscribe to the updated assistant through a monthly fee. This tiered access model is expected to be extended to the Indian market once Alexa+ officially launches after the beta period. The strategic introduction of a Hindi-supported beta points to Amazon’s ambition to capture a significant share of India’s large, diverse, and rapidly digitizing population.

Significance for Indian Users and AI Adoption

For Coruja’s readers in India, this development is significant. The introduction of a generative AI assistant like Alexa+ with robust Hindi support could transform how millions interact with technology. It promises more natural and intuitive voice-based commands and queries, potentially lowering the barrier to entry for digital services for non-English speakers. This aligns with broader trends in AI adoption in India, where companies are increasingly investing in local language processing to cater to the diverse linguistic landscape. The beta program offers an opportunity for early adopters to directly influence the development of a major AI tool that will serve the Indian market.

Source: TechCrunch AI, https://techcrunch.com/2026/06/22/amazon-is-testing-alexa-in-india-with-hindi-support/