Amazon is pushing the new generation of AI-Associated Alexa+ to more overseas markets, the latest of which is India. According to invited e-mails seen by TechCrunch, the company has begun to invite some local users to sign up for the Hindi version in preparation for subsequent access.
An invitation to test was sent to selected users
The mail shows that Amazon requests invited users to fill out a Hindi form by 22 June to add to the Alexa+ test plan. The e-mail stated that participants would be notified after the Hindi (India) version was available and that user feedback would be used to improve new experiences.
At the same time, the Amazon cautions that there may be gaps in the test version of the software and that there may be instances of inaccurate information or mispronouncement of local expression. The company subsequently confirmed to TechCrunch that Alexa+ was indeed being tested in India, but did not provide further information on the timing of the release.
India is still not officially online.
At present, Alexa+ has not formally provided services in India, nor has it been disclosed when it went online. The Amazon launched the Alexa English version in India as early as 2017 and joined Hindi support in 2019. The introduction of Alexa+ into the Hindi test today means that it is moving the generated AI voice assistant to a wider local language scene.
India is one of the markets with the greatest potential for global voice interaction. Public data show that more than 600 million people use Hindi in India. For the Amazon, the ability to adapt Hindi to the daily expressions used in English will have a direct impact on the availability and coverage of Alexa+ on the ground.
The voice entrance is the focus of the AI competition.
Amazon published Alexa+ for the first time in 2025 on the basis of generated AI. However, the promotion of this product was slow until February this year, when it was open to all users in the United States. Since then, the Amazon has begun to expand Alexa+ to markets in the United Kingdom, Canada, Brazil, Mexico, Italy and Germany, as well as to local language support.
In the fee model, Alexa+ is currently free of charge for Prime users, while other users are required to use the updated assistant service on a monthly basis. With the start of testing in India, the Amazon is accelerating its competition for multilingual voice AI users, especially with a view to expanding the use of Alexa+ in emerging markets through more natural localization.