Amazon is inviting Indian users to test a Hindi-language version of its Alexa+ AI assistant, expanding the service beyond the U.S. and Europe as it targets India's large Hindi-speaking population.

TechCrunch AI15h ago2 min read

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3 Key Points

What happened
Amazon sent emails to customers in India asking them to join a beta-testing program for Alexa+ with Hindi support. The company confirmed it is testing Alexa+ in India, though the service is not yet available there and no launch date has been announced.
Why it matters
Amazon launched the original Alexa in India with English support in 2017 and added Hindi compatibility in 2019. More than 600 million people speak Hindi in India, and the company is targeting native speakers who mix Hindi and English in conversation. Voice is seen as a potentially significant factor in AI tool usage in India.
What to watch
Amazon first announced Alexa+ in 2025 and made it available to all U.S. users only in February. The service has since expanded to the U.K., Canada, Brazil, Mexico, Italy, and Germany with local language support. Alexa+ is free for Prime customers; others can access it for a monthly fee.

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