Amazon tests Hindi-language Alexa+ beta in India
The e-commerce giant is seeking feedback from native speakers ahead of a potential commercial launch, though no timeline has been set.
Amazon has initiated a beta testing programme for a Hindi-language version of its generative AI assistant, Alexa+, in India. The company sent emails to selected customers inviting them to join the initiative, with a deadline of June 22 to complete a registration form. Amazon confirmed the testing phase to TechCrunch but did not provide a specific launch date or further comment on the rollout schedule.
The invitation emails, which were reviewed by TechCrunch, stated that user feedback would be crucial in refining the assistant’s capabilities. Participants were asked to fill out a form in Hindi to join the Alexa+ Beta programme in India. The correspondence warned that the beta software may contain bugs, provide inaccurate information, or mispronounce local linguistic nuances.
This testing phase targets native Hindi speakers, including those who utilise code-mixed language comprising both Hindi and English. The move aligns with broader industry efforts to adapt voice technology for the Indian market, where more than 600 million people speak Hindi. Amazon launched its original Alexa service in India in 2017 with English support, adding Hindi compatibility to the standard service in 2019.
Alexa+ was first announced in 2025, with a full rollout to US users occurring in February of this year. Prior to the India testing, the assistant expanded to the UK, Canada, Brazil, Mexico, Italy, and Germany. In these participating countries, Alexa+ is free for Prime members, while non-members can access the service for a monthly fee.
At present, Alexa+ is not available in India, and the criteria for selecting beta users remain unspecified. It is also unclear whether the Hindi beta version will remain available beyond the testing period. The company has not disclosed when or if a commercial launch will follow the current testing phase.
