Amazon Launches Alexa+ Generative AI Voice Assistant In India With Free Access And Hindi-Hinglish Support

Amazon has launched Alexa+ in India with free Early Access, Hindi and Hinglish support, and pricing of Rs 2,000/month for non-Prime users once the trial ends.

Amazon has rolled out Alexa+, its generative AI voice assistant, in India with free access during an Early Access period, built to understand Hindi, English and code-mixed Hinglish conversations across Echo devices, Fire TV and the Alexa app.

Unlike the older, command-based Alexa, Alexa+ is built on Amazon’s Bedrock platform and routes requests across more than 70 large language models, including ones from Amazon and Anthropic. Users no longer need to repeat the wake word “Alexa" for every follow-up request, and can switch topics or mix languages mid-conversation without the assistant losing track of context. A conversation can also carry over between devices, so something started on an Echo Show can continue later on the Alexa app or Fire TV with the earlier context intact.

Amazon says Alexa+ has been trained to recognise Indian-specific phrases that don’t translate directly into English, including “dhai baje" for half past two and “ek paav," along with family relationship terms like bhanja, bhateeji, jethani and devar. The assistant has also been tuned to understand references to Bollywood, cricket, Indian festivals and regional cultural context. Much of this underlying language work, including speech recognition suited to Indian homes and models for handling Hinglish, was developed by Amazon teams based in Bangalore, Hyderabad, Pune and Chennai.

Amazon India’s country manager for Alexa, Teena Sidana, described Indian households as multi-generational and multilingual, and said Alexa+ was built to adapt to each family member’s preferred way of speaking, whether that means switching languages or referencing everyday Indian context the assistant now understands.

Alexa+ is live from today on eligible Echo smart speakers and displays, Fire TV devices, and the Alexa mobile app, with browser access at alexa.com coming soon. Customers can check whether their device qualifies at amazon.in/alexaplus, or get instant access by buying a new eligible Echo or Fire TV device.

Beyond conversation, Alexa+ can control smart home devices from brands like Atomberg, Qubo, Dreame and Wipro using natural-language requests, and can set up smart home routines through voice alone. On the shopping side, it can build shopping lists, track Amazon.in deliveries, flag price drops, compare product features and summarise verified reviews. It also connects with entertainment services including Amazon Music, Spotify, Apple Music, JioSaavn, Prime Video and Netflix, though some of these still require their own separate subscription. Amazon says support for services like EazyDiner, Swiggy, District by Zomato, MakeMyTrip, Home Triangle and TripAdvisor is coming soon, along with more Indian languages beyond Hindi and Hinglish.

After the Early Access period, Alexa+ remains permanently free for Amazon Prime members. However, for non-Prime members and those on Prime Lite or Prime Shopping Edition plans, the standalone subscription costs Rs 2,000 per month.