Amazon is planning to increase the footprint of its new AI chat assistant Alexa+ in India and is inviting users in the country to try out a Hindi language version.
The company sent emails to some customers, seen by TechCrunch, asking users to fill out a form in Hindi by June 22 to join the beta-testing program.
“You’ve been invited to join the Alexa+ Beta program in India. We’re building a new Alexa experience, and your feedback will be important to improving what Alexa+ can do. By signing up for the Alexa+ Beta program, you’ll be notified when the Hindi (India) test experience is available to you,” the email read.
The email added that the beta software would have bugs and could give inaccurate information or mispronounce regional nuances. The company confirmed that it is testing Alexa+ in India, but did not provide any comment.
Currently, Alexa+ is not available in India and it is not clear when it will be launched in the country. Amazon launched Alexa in India with English support in 2017 and added Hindi compatibility in 2019. More than 600 million people speak Hindi in India, and Amazon is trying to tap into the market of native speakers who may speak both Hindi and English in a mixed manner. Companies know that voice can be a big factor in the use of AI tools in India and are finding new ways to get people talking to assistants.
Amazon first announced its AI-powered genetic chat assistant Alexa+ in 2025. However, its rollout was slow, and the new experience only became available to all US users in February. This year, the company increased Alexa+’s footprint in countries such as the UK, Canada, Brazil, Mexico, Italy and Germany, with local context support. Amazon offers Alexa+ to Prime customers for free, and others can pay a monthly fee to access the updated assistant.
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