Amazon is inviting users to beta test Alexa+ with Hindi support in India, targeting over 600 million Hindi speakers. This aggressive push follows a sluggish US rollout and bets on voice AI being a crucial adoption driver in India’s diverse language landscape. Companies are now watching if natural language processing in local languages unlocks broader AI tool usage beyond English speakers.
How We Got Here
Amazon first launched Alexa in India with English support in 2017, adding Hindi compatibility two years later in 2019. Its generative AI-powered Alexa+ was initially announced in 2025 but only rolled out to all US users in February.
The Numbers
- Amazon sent beta invites asking users to fill a Hindi form by June 22.
- The company has already expanded Alexa+ to the UK, Canada, Brazil, Mexico, Italy, and Germany this year.
- Alexa+ is offered free to Prime customers, while non-Prime users require a monthly subscription.
- The beta program specifically targets users who speak Hindi and English in a code-mixed manner.
What Happens Next
🇮🇳 Why This Matters for India
For product managers and engineers building consumer-facing AI in cities like Ahmedabad or Lucknow, this test is a crucial indicator of voice interface viability beyond English.
The Take
Cracking local language voice AI in India for Alexa+ gives Amazon a significant advantage over competitors still focused on text-based generative AI. Expect this to pave the way for an aggressive push into new, voice-first hardware and services beyond just smart speakers.
Source:
TechCrunch ↗