Amazon began testing its conversational AI assistant Alexa+ in India, inviting users to join a beta program for a Hindi-language version through an email sign-up, according to TechCrunch. Alexa+ isn’t yet available in India with no firm launch date, though Amazon confirmed the testing while warning the beta software may carry bugs, give inaccurate answers, or mispronounce local nuances. The push targets India’s more than 600M Hindi speakers, many of whom mix Hindi and English in conversation, as companies bet voice will drive AI-tool adoption in the market. Amazon first announced Alexa+ in 2025 and has expanded it this year to the UK, Canada, Brazil, Mexico, Italy, and Germany, offering it free to Prime members and for a monthly fee to others.
