Amazon intends to expand the reach of its new conversational AI assistant Alexa+ into India and is encouraging users in the region to try out a version in Hindi.

The company reached out to select customers via email, as reported by TechCrunch, inviting them to complete a form in Hindi by June 22 to participate in the beta-testing initiative.

“You are invited to be a part of the Alexa+ Beta programme in India. We are developing a new Alexa experience, and your insights will be crucial in enhancing what Alexa+ can accomplish. By signing up for the Alexa+ Beta programme, you’ll be informed when the Hindi (India) testing experience becomes accessible to you,” the email stated.

The email also mentioned that the beta software may have issues and could provide incorrect information or struggle with local pronunciation. The company confirmed it is testing Alexa+ in India but refrained from providing additional comments.

Currently, Alexa+ is not launched in India, and there is no indication of its expected release date. Amazon rolled out Alexa in India with English support back in 2017 and integrated Hindi functionality in 2019. Over 600 million individuals speak Hindi in India, and Amazon aims to engage the market of native speakers who may use a mix of Hindi and English. Companies recognize that voice interaction could significantly impact AI tool adoption in India and are exploring innovative methods for user engagement with assistants.

Amazon first introduced the generative AI-driven conversational assistant Alexa+ in 2025. However, its deployment was gradual, with the refreshed experience becoming available to all U.S. users only in February. This year, the company has widened Alexa+’s availability to nations including the U.K., Canada, Brazil, Mexico, Italy, and Germany, offering localized context. Amazon provides Alexa+ to Prime customers at no extra cost, while others can subscribe for a monthly fee to access the enhanced assistant.