Amazon launches Alexa+ in India with Hindi, Hinglish support and generative AI features
Amazon has launched Alexa+ in India, bringing its generative AI-powered assistant to eligible Echo speakers, smart displays, Fire TV devices and the Alexa mobile app. The new version is designed to handle more natural conversations, remember user preferences and take actions across connected services, rather than being limited to answering questions or executing individual voice commands.
Alexa+ is available in Early Access from September 16th and is free for eligible customers during this period. It supports English, Hindi and Hinglish at launch, with more Indian languages planned.
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Alexa+ features
One of the bigger changes is the ability to have a continuous conversation without repeating “Alexa” before every request. Users can also switch between topics and languages while retaining context. Amazon says Alexa+ understands Indian expressions, measurements and family relationships, as well as references to Bollywood, cricket and local festivals. It can also combine multiple actions. For example, users can ask Alexa+ to adjust several smart-home devices at once or create routines using natural language. Supported smart-home brands include Atomberg, Qubo, Dreame and Wipro.
Amazon is also expanding Alexa beyond the home. Alexa+ can help with shopping lists, product comparisons, review summaries and delivery tracking. Support for EazyDiner, Swiggy, District by Zomato, MakeMyTrip, Home Triangle and TripAdvisor is coming soon, while Amazon Now will eventually allow users to order groceries and daily essentials through voice.
This puts Alexa+ in a more direct conversation with AI assistants such as Gemini and Siri AI, which have also gained more natural conversations and personal context. Google has expanded Gemini’s personal intelligence features to India, while Apple’s new Siri AI can use information across apps such as Messages, Photos and Mail.
Alexa+ has a more specific advantage in connected homes, however, since Amazon is tying its AI assistant directly to Echo, Fire TV and compatible smart-home devices.
Alexa+ pricing and supported devices
Alexa+ is currently free during Early Access. Once Early Access ends, Prime members will continue to get Alexa+ at no additional cost. Prime Lite, Prime Shopping Edition and non-Prime users will need either a Prime plan or a standalone Alexa+ subscription costing Rs 2,000 per month.
The service works across eligible Echo and Fire TV devices and the Alexa app, with browser access coming soon. Amazon is also introducing the Echo Show 8, Echo Show 11, Echo Dot Max and Echo Studio with hardware designed specifically for Alexa+, including additional processing power, memory and sensors.
For existing Echo or Fire TV owners, the free Early Access period makes Alexa+ relatively easy to try without buying new hardware. Buyers considering a new Alexa device, meanwhile, may want to check compatibility first rather than paying extra specifically for Alexa+ features that are already available on supported existing devices.
