Amazon tests Alexa+ in Hindi, targeting India's 600M speakers
Amazon is inviting Indian users to test a Hindi-language version of Alexa+, its conversational AI assistant, marking the service's first expansion outside English-speaking markets.
Amazon is inviting users in India to test a Hindi-language version of Alexa+, the company's conversational AI assistant. The move marks Alexa+'s first expansion beyond English-speaking markets and signals Amazon's intent to compete with local voice assistants in one of the world's largest smartphone markets.
The beta program is open to Indian users who sign up through the Alexa app. Amazon has not announced a timeline for the full Hindi rollout or detailed which Alexa+ features will be available during testing. The original Alexa has supported basic Hindi commands since 2019, but Alexa+ brings conversational AI architecture that powers more natural back-and-forth interactions, contextual follow-ups, and longer dialogue sessions.
Hindi is spoken by over 600 million people, and India's voice assistant market has been dominated by Google Assistant's multilingual capabilities, which span more than a dozen Indian languages. Local players like Haptik and Vernacular.ai have also built Hindi-first conversational AI for customer service and commerce, creating a competitive landscape that rewards natural-sounding regional language support. If the Hindi rollout succeeds, it could accelerate Amazon's plans to bring Alexa+ to other high-population language markets, including Spanish, Portuguese, and Arabic.
