Amazon has launched Alexa+ in India, bringing its generative AI-powered personal assistant to users through an early-access programme.

The updated assistant is designed to understand context and natural conversations more effectively. In India, Alexa+ supports English, Hindi and Hinglish, with additional Indian languages expected to be added in the future.

Amazon is offering Alexa+ free during early access to users with eligible Echo smart speakers, smart displays and Fire TV streaming devices. The service is also available through the Alexa mobile application, while browser access is expected to be introduced soon.
The generative AI capabilities are intended to make interactions with Alexa more conversational, allowing users to communicate using more natural language rather than relying only on specific commands.

Alexa+ builds on Amazon’s existing voice assistant and is designed to provide more context-aware responses across different interactions. Its support for Hindi and Hinglish is particularly relevant to India, where users frequently switch between English and Indian languages during everyday conversations.

The company plans to expand language support as the service develops.

The India launch follows Amazon’s broader push to integrate generative AI into Alexa and make the assistant capable of handling more complex conversations and requests.

For users, the early-access rollout provides an opportunity to try the upgraded assistant across Amazon’s compatible ecosystem without an additional charge during the introductory period.

The service’s availability across Echo devices, Fire TV and the mobile app also allows users to access Alexa+ across multiple platforms while Amazon continues expanding its capabilities and language support in India.