Amazon launches Alexa+ in India with Hindi support

Amazon has officially introduced its upgraded conversational AI assistant, Alexa+, in India, featuring full bilingual support for both Hindi and English. Currently available in early access to all Indian users, the generative AI-powered service enables seamless mid-sentence language switching, contextual memory across longer dialogues, and multi-step execution capabilities such as controlling smart home systems and ordering groceries through Amazon Now. Following the early access window, Alexa+ will be included at no additional cost for Amazon Prime members, while non-Prime subscribers will be charged ₹2,000 ($20.85) per month. To bolster local utility, Amazon has integrated Alexa+ with popular regional platforms including Swiggy, Zomato's District, MakeMyTrip, and JioSaavn. This expansion is a strategic move to penetrate India's massive market of over 600 million Hindi speakers and monetize Amazon's consumer AI ecosystem. By coupling AI services with Prime subscriptions, Amazon seeks to drive ecosystem lock-in, expand hardware adoption after reporting a 20% growth in smart home devices, and monetize non-subscribers via premium recurring fees.