Amazon has launched its advanced generative AI-powered voice assistant, Alexa+, in India. The service is now available to customers through a free Early Access program on eligible Echo, Fire TV, and Alexa mobile app devices.
The upgraded assistant features more natural and conversational interaction, and for the first time, offers support for Hindi and 'Hinglish'. It is designed to understand the nuances of Indian households, including mixed-language speech and local cultural contexts. Alexa+ can handle more complex tasks and maintain context during conversations without needing the wake word repeated.
After the initial free period, Alexa+ will be included at no extra cost for Amazon Prime members. This launch marks a significant expansion of Amazon's AI services in India, a key growth market for the company.