Amazon Launches Alexa+ in India

Amazon has launched Alexa+ in India, enhancing its conversational assistant with Hindi support, catering to over 600 million Hindi speakers. This follows the initial announcement of GenAI-powered Alexa+ in 2025 and its availability to U.S. users in 2026. Users can now seamlessly switch between English and Hindi mid-sentence, improving conversational fluidity.

The introduction of Alexa+ comes as Amazon reports a 20% growth in its smart home devices from the previous year. The service is priced at ₹2,000 per month ($20.85) for non-Prime customers.

Alexa+ can hold longer conversations while maintaining context, a significant upgrade from previous versions. This launch positions Amazon to better compete with local services such as Swiggy, Zomato, and travel platforms like MakeMyTrip and TripAdvisor, which are increasingly integrating AI-driven features.

This development follows Amazon's earlier efforts in the Indian market, including the initial launch of Alexa in English in 2017 and the addition of Hindi support in 2019.