The company says the upgraded assistant sustains longer conversations and better preserves context, speaks with a more expressive voice, and can execute multi-step tasks. Amazon specifically highlights capabilities such as ordering groceries through its quick commerce service Amazon Now and switching smart home devices on and off. Users can alternate between English and Hindi even mid-sentence.
Alexa+ in India is also wired into domestic apps and services, including food delivery platforms Swiggy and Zomato’s District ticketing arm, travel and booking sites TripAdvisor and MakeMyTrip, and restaurant reservation app EazyDiner. For music, the assistant connects to Amazon Music and JioSaavn.
Amazon first introduced a generative AI version of Alexa+ in 2025 and expanded availability in the U.S. in 2026. This year the company has extended the assistant to several other markets, listing the U.K., Canada, Brazil, Mexico, Italy, and Germany among launch countries with locally contextual features.
The move targets a large Hindi-speaking population, which the company notes exceeds 600 million people in India. Amazon also reported that sales of its smart home devices in the country have grown by 20% compared with last year, though it did not provide absolute unit figures.
Amazon previously ran testing programs that invited users to try conversations with Alexa+ in Hindi and later trialled the English edition. The company says the early access rollout in India will be followed by the pricing change that grants free access to Prime subscribers and charges non-Prime users ₹2,000 per month.
