Amazon’s Alexa+ India Hindi launch marks the company’s most ambitious push yet into a country where more than 600 million people speak the language. The upgraded, generative AI-powered assistant is now available in India under Early Access, supporting both Hindi and English, with users able to switch between the two mid-sentence.
The rollout follows a testing programme Amazon began in June, when it invited users to hold Hindi-language conversations with the assistant. An English version followed shortly after. The Early Access period carries no charge; once it closes, Prime members will continue to use Alexa+ at no additional cost, while non-Prime customers will pay ₹2,000 per month (approximately $20.85).
What Alexa+ Does Differently in India
Amazon says the new assistant holds longer, contextually coherent conversations and can handle complex, multi-step tasks. Those include ordering groceries through Amazon Now, the company’s quick commerce service, and controlling smart home devices.
The India version is integrated with a set of local platforms: food delivery services Swiggy and Zomato’s ticket booking platform District, travel services TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. Music streaming connections cover Amazon Music and JioSaavn. According to RouteNote, Amazon has said support for additional Indian languages beyond Hindi and English is planned, along with future integration with HomeTriangle for home services.
Amazon first brought Alexa to India in English in 2017. Hindi support arrived in 2019, at which point the assistant also gained the ability to understand Hinglish, the hybrid of Hindi and English that millions of urban Indians use daily. That 2019 work was led by Rohit Prasad, then Vice President and Head Scientist of Alexa AI, according to the Amazon India Press Centre.
The linguistic groundwork paid off. Indian customers interacted with Alexa 68% more in 2021 compared to 2020, with approximately 50% of those customers coming from non-metro cities, the Amazon India Press Centre reported at the time. The spread beyond major urban centres points to the scale of the opportunity the company is now trying to lock in with the upgraded assistant.
Amazon did not disclose absolute figures for its current India device base, but said its smart home devices grew by 20% year on year.
Alexa+ India Hindi Launch in Global Context
The India rollout is part of a broader international expansion for Alexa+. Panos Panay, Amazon’s Senior Vice President of Devices and Services, first unveiled the assistant at an event in New York on 26 February 2025, according to CNBC. Early Access in the United States began the following month, and the assistant became available to all U.S. users on 4 February 2026, with non-Prime members charged $19.99 per month, per CNBC.
Since then, Amazon has rolled the product out across the UK, Canada, Brazil, Mexico, Italy, Germany, Australia, and Spain. Pricing varies by market: UK non-Prime members pay £19.99 per month, while Italy and Spain customers pay €22.99 per month, according to the Amazon newsroom.
India is the largest of those markets by Hindi-speaking population, and arguably the most linguistically complex. The ability to handle Hinglish code-switching, where a speaker moves fluidly between Hindi and English within a single sentence, is where Amazon’s investment in the subcontinent diverges most visibly from its other international deployments.
Whether non-Prime adoption justifies the ₹2,000 monthly price point will become clearer once Early Access ends. Conversion rates in comparable markets, and how quickly Amazon can extend coverage to regional Indian languages beyond Hindi, will determine whether Alexa+ becomes a genuine everyday utility or remains a feature for English-comfortable urban consumers.
