Amazon Begins Hindi Testing for Alexa+ Ahead of India Rollout

Amazon is preparing to expand its next-generation conversational AI assistant, Alexa+, to India and has started inviting selected users to participate in beta testing of a Hindi-language version.

The company recently emailed a group of customers, asking them to complete a Hindi-language form by June 22 if they wished to join the Alexa+ beta programme in India.

In the invitation, Amazon told users they had been selected to participate in the Alexa+ Beta programme, explaining that the company is building a new Alexa experience and that participant feedback will help refine the assistant’s capabilities. The email also stated that users would be notified once the Hindi (India) testing experience becomes available.

Amazon further warned that the beta version may contain bugs, provide inaccurate responses, or occasionally mispronounce local words and expressions. While the company confirmed that Alexa+ is currently being tested in India, it did not provide additional details about the rollout or launch timeline.

Alexa+ is not yet officially available in India, and Amazon has not announced when the upgraded assistant will launch there. The company originally introduced Alexa in India with English support in 2017, before expanding the assistant to support Hindi in 2019.

With more than 600 million Hindi speakers across India, Amazon is targeting a large audience that frequently communicates using a mix of Hindi and English. Voice interactions are increasingly seen as a key driver of AI adoption in the country, prompting technology companies to develop assistants that better understand multilingual and code-mixed conversations.

Amazon first unveiled the generative AI-powered Alexa+ in 2025. However, the rollout progressed gradually, with the upgraded assistant becoming available to all users in the United States only in February. This year, Amazon has expanded Alexa+ to several additional markets, including the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany, offering support for local languages and regional experiences. Alexa+ is included at no additional cost for Amazon Prime members, while non-Prime users can subscribe to access the enhanced AI assistant.