Amazon is testing Alexa+ in India with Hindi support and recruiting beta testers through targeted email invites.
The company sent emails asking select customers to join the Alexa+ Beta programme. Applicants had to fill out a form in Hindi by June 22.
"We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do," the email stated. Amazon acknowledged that the software will have bugs, may serve inaccurate information, and could struggle with local nuances.
More than 600 million people speak Hindi. Amazon recognizes that voice AI could gain significant traction in a market where millions code-switch between Hindi and English. The company brought Alexa to India in 2017 with English support, then added Hindi in 2019.
Alexa+ is Amazon's generative AI assistant. The company announced it in 2025, but the rollout proceeded slowly. It became available to all U.S. users in February 2026. Amazon is now expanding to the U.K., Canada, Brazil, Mexico, Italy, and Germany with local context.
Prime members will get Alexa+ for free. Other users will pay a monthly subscription. Amazon has not announced exact launch timing for India or the rupee pricing.
Amazon has not provided official comment beyond confirming the tests. The company is betting that India's voice-first AI future is imminent.
