Amazon has launched a new version of its Alexa+ conversational assistant in India, now offering support for Hindi. This upgraded assistant can engage in longer conversations and retain context during interactions, making it more natural and helpful for users. The feature is currently available in Early Access to all customers in India, with both Hindi and English language support. Once the early testing period concludes, Amazon plans to offer the assistant for free to Prime members, while non-Prime users would pay ₹2,000 per month (approximately $20.85) for access. The new Alexa+ has a more expressive voice and can manage complex, multi-step tasks such as ordering groceries through Amazon Now, a quick commerce service, and controlling smart home devices. Users can seamlessly switch between English and Hindi during a single conversation, enhancing accessibility for a broader audience. The assistant is also integrated with several India-specific services, including food delivery platforms like Swiggy and Zomato’s ticket booking service District, travel booking websites such as TripAdvisor and MakeMyTrip, and restaurant reservation apps like EazyDiner. Additionally, it supports music streaming services like Amazon Music and JioSaavn, which are popular in the region. Amazon began testing the Hindi version of Alexa+ in June 2023 through a user enrollment program, allowing participants to interact with the assistant in Hindi. Soon after, the company introduced an English version as well. Alexa was first launched in India in 2017 with English support, and Hindi was added in 2019. With over 600 million Hindi speakers in the country, Amazon aims to expand its presence through smart devices and localized features. While the company did not share exact sales figures, it noted that its smart home devices have seen a 20% growth year-over-year. Alexa+ was initially announced in 2025 as a generative AI-powered assistant and became available to U.S. users in 2026. This year, Amazon has rolled out the assistant in several international markets, including the U.K., Canada, Brazil, Mexico, Italy, and Germany, each with support for local languages and cultural context. The expansion highlights the company’s strategy to localize its AI services to better serve diverse global markets.