Amazon Alexa+ beta in India: Hindi support, invites testers

Amazon is testing Alexa+ in India and inviting users to join a Hindi-language beta. The company sent emails to some customers asking them to fill out a form in Hindi by June 22 to join the beta-testing program.

What is Amazon testing in India?

Amazon is running a Hindi-language beta of its generative AI assistant Alexa+, inviting select Indian users to test the experience and provide feedback. The company sent an invitation email that read, "You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do," and asked recipients to complete a Hindi form by June 22.

The email warned the beta software could contain bugs and might give inaccurate information or mispronounce local nuances. Amazon confirmed it is testing Alexa+ in India but did not provide additional comment or a public launch date.

How does this fit with Alexa's history in India?

Alexa first launched in India with English support in 2017; Amazon added Hindi compatibility in 2019. More than 600 million people speak Hindi in India, and Amazon is aiming to reach native speakers who may use code-mixed Hindi and English.

Alexa+ itself was first announced in 2025, but the rollout has been gradual. The new experience was made available to all U.S. users only in February, and this year Amazon expanded Alexa+ to markets including the U.K., Canada, Brazil, Mexico, Italy, and Germany with support for local context.

Amazon offers Alexa+ to Prime customers for free, while non-Prime users can pay a monthly fee to access the updated assistant. It is not yet clear how Amazon will price or gate Alexa+ in India when the service becomes generally available.

Why does this matter?

Local-language voice is a central pathway to adoption in India, where many people prefer speaking to devices in native tongues or in code-mixed speech. Rolling out Hindi to Alexa+ lets Amazon test whether the assistant can handle local pronunciation, context and mixed-language queries at scale. If Alexa+ performs well in Hindi, Amazon can tap a large user base: the article cites more than 600 million Hindi speakers in India.

A successful Hindi experience would also help Amazon compete with other voice and AI products that are prioritizing local-language support, and it could influence how quickly Amazon moves beyond invite-only testing to a general launch in the country.

What to watch

Watch for Amazon to announce a public launch date and wider availability for Alexa+ in India after the beta, and for details on pricing and Prime access locally; currently Amazon provides Alexa+ free to Prime customers and charges a monthly fee to others. Also watch whether the beta addresses the email's caveat on bugs and mispronunciations and how Amazon adapts Alexa+ to India’s code-mixed speech patterns.