Amazon launches Alexa+ in India with Hindi support and local service integrations

Amazon has brought Alexa+, its generative AI-powered conversational assistant, to India with support for Hindi, marking one of the company's most significant international rollouts of the upgraded assistant. According to TechCrunch, the service is available in Early Access to all customers in the country, in both Hindi and English.

A more conversational assistant

The redesigned Alexa is built to hold conversations for longer stretches while keeping track of context, TechCrunch reports. Amazon says the assistant also has a more expressive voice and can complete complex, multi-step tasks — for instance, ordering groceries through Amazon's quick-commerce service Amazon Now, or turning smart home devices on and off.

One detail that stands out is language handling: users can switch between English and Hindi mid-sentence, and the assistant copes with the mix. That matters in a market where code-switching between the two languages is a routine part of everyday speech.

Built around Indian services

Beyond Amazon's own offerings, Alexa+ in India connects to a set of locally relevant platforms. TechCrunch reports integrations with food delivery service Swiggy, Zomato's ticket booking platform District, travel sites TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. Music streaming is covered through Amazon Music and JioSaavn.

The choice of partners signals how Amazon is positioning the assistant: not just as a question-answering device, but as a hands-free entry point for everyday transactions such as ordering food, booking tables or planning travel.

Pricing after the trial

During the Early Access phase, anyone in India can try the assistant. Once the testing period ends, Amazon will make Alexa+ free for Prime subscribers, while non-Prime customers will pay ₹2,000 per month, roughly $20.85, according to TechCrunch.

That pricing effectively makes a Prime subscription the affordable route to the assistant, which could nudge Indian users toward the broader Amazon ecosystem.

A staged rollout

The India launch follows months of quiet testing. TechCrunch reported in June that Amazon had invited users to enroll in a program where they could converse with the assistant in Hindi, and the company subsequently began testing an English version as well.

India is a familiar market for Alexa: the original assistant arrived there in English in 2017, and Hindi support was added in 2019. The country has more than 600 million Hindi speakers, and Amazon said its smart home device base in India has grown 20% from last year, though it did not provide absolute figures, according to TechCrunch.

Alexa+ was first announced in 2025 and became available to all U.S.-based users in 2026, per TechCrunch. This year Amazon has also launched the assistant in the U.K., Canada, Brazil, Mexico, Italy and Germany, each with local language context.

Why it matters

The India launch is a test of whether generative AI voice assistants can win over a massive, price-sensitive and multilingual market. Mid-sentence switching between Hindi and English addresses how people in India actually speak, going beyond simply shipping a translated interface. The deep integrations with services like Swiggy and Zomato's District point to a future where the assistant is a transaction layer rather than a novelty, while the free-for-Prime pricing ties Alexa+ to Amazon's subscription business. If the early access period validates the approach, India — with its huge base of Hindi speakers and double-digit growth in smart home adoption — could become one of the most important markets for Amazon's AI ambitions.