Amazon is beta-testing a Hindi-language version of Alexa+, its generative AI voice assistant, in India — marking the product's first expansion into a non-Western-language market. Select Indian users received email invitations to join the programme ahead of a June 22 form deadline. Alexa+ is built on Amazon's own models plus Anthropic technology, costs ~$20/month (free for Prime members), and has been available in the US since February 2026 before expanding to several Western countries. India presents unique challenges including code-switching between Hindi and English, regional accent diversity, and dozens of local languages. Amazon faces competition from Reliance Jio's Call Agent, which promises support for 22 Indian languages across 500 million subscribers. No official India launch date has been announced.
