Amazon officially introduced its next-generation conversational assistant, Alexa+, to the Indian market on Tuesday, marking a significant expansion of its AI capabilities in one of the world’s most populous nations. The new service is currently available in Early Access and supports both Hindi and English.
The updated assistant distinguishes itself from previous iterations by maintaining context over longer conversations and possessing a more expressive voice. It is designed to manage complex, multi-step commands, such as ordering groceries through Amazon’s quick-commerce platform, Amazon Now, or controlling smart home devices remotely. Users can also seamlessly switch between Hindi and English within the same sentence.
Regarding pricing, Amazon will offer the service free of charge to Prime members following the conclusion of the current testing phase. For customers without a Prime subscription, the monthly fee is set at ₹2,000, equivalent to approximately $20.85.
To better serve local consumers, Alexa+ has been integrated with several popular Indian platforms. These include food delivery services Swiggy, travel and ticketing apps like MakeMyTrip and TripAdvisor, restaurant reservation tool EazyDiner, and music streaming service JioSaavn, alongside Amazon Music.
This launch represents the latest step in Amazon’s global rollout of the gen AI-powered assistant, which was initially unveiled in 2025 and made widely available to U.S. users earlier this year. The company has since expanded access to markets including the United Kingdom, Canada, Brazil, Mexico, Italy, and Germany.
Alexa first arrived in India in 2017 with English language support, followed by Hindi integration in 2019. With over 600 million Hindi speakers in the country, Amazon is targeting this demographic to drive growth in its smart device segment. While specific sales figures were not disclosed, the company noted that its smart home device shipments have increased by 20% year-over-year.
Amazon began testing the Hindi version of Alexa+ in India this past June, subsequently rolling out an English-language beta later in the summer. The early access period allows the company to gather user feedback before making the full feature set available to the public.
Twenty rupees a month is steep for a basic assistant. Hope it actually delivers on complex multi-step commands before the full launch.
Finally, an AI that understands Hinglish naturally. This could change how we interact with smart devices at home completely.