Amazon has launched Alexa+ in India, bringing its generative AI-powered voice assistant to users with support for Hindi, English and Hinglish conversations. The new service is available for free during the Early Access period and works across eligible Echo devices, Fire TV and the Alexa app.
After Early Access ends, Alexa+ will remain free for full Prime members. For non-Prime users, as well as Prime Lite and Prime Shopping Edition subscribers, the service will cost Rs 2,000 per month as a standalone subscription or will be available through a full Prime plan.
Alexa+ Brings More Natural AI Conversations
Alexa+ is designed to move beyond the command-based experience of the previous Alexa. The assistant is built on Amazon’s Bedrock platform and can route requests across more than 70 large language models, including models from Amazon and Anthropic.
With the new assistant, users do not have to say “Alexa” before every follow-up question. Alexa+ can maintain the context of an ongoing conversation, even when users change topics or move between Hindi, English and Hinglish.
The conversation can also continue across devices. For instance, a discussion started on an Echo Show can later be picked up through the Alexa app or Fire TV without losing the earlier context.
Amazon has specifically trained Alexa+ to understand several expressions and references commonly used in India. These include phrases such as “dhai baje” for half past two and “ek paav”, along with family terms such as bhanja, bhateeji, jethani and devar.
The assistant has also been developed to better understand Indian references involving Bollywood, cricket, festivals and regional culture. Amazon teams in Bangalore, Hyderabad, Pune and Chennai worked on language-related technologies, including speech recognition designed for Indian households and systems capable of handling Hinglish.
Teena Sidana, Amazon India’s country manager for Alexa, said Indian families are often multilingual and multi-generational. According to her, Alexa+ has been designed to adapt to the different ways family members communicate, including language switching and everyday Indian references.
Alexa+ Pricing and Availability in India
Alexa+ is now available on eligible Echo smart speakers and displays, Fire TV devices and the Alexa mobile app. Amazon is also preparing to bring browser access through alexa.com.
During the Early Access period, the service is free for all customers. Once that period ends, full Prime members will continue to get Alexa+ at no additional cost.
Prime Lite and Prime Shopping Edition customers will be able to subscribe to Alexa+ separately for Rs 2,000 per month or access it as part of a full Prime plan. Non-Prime customers will have the same standalone pricing option or can choose a full Prime membership.
Customers can check whether their existing Echo or Fire TV device is compatible with Alexa+ through Amazon’s dedicated Alexa+ page. Purchasing a new eligible Echo or Fire TV device also provides access to the service.
What Alexa+ Can Do
Alexa+ is designed to handle more than simple voice conversations. It can control compatible smart home devices from brands such as Atomberg, Qubo, Dreame and Wipro through natural-language commands.
Users can also create smart home routines using voice instructions. The assistant can help with shopping by creating lists, tracking Amazon.in deliveries, identifying price drops, comparing product features and summarising verified customer reviews.
For entertainment, Alexa+ works with services including Amazon Music, Spotify, Apple Music, JioSaavn, Prime Video and Netflix. Some of these platforms may still require users to maintain separate subscriptions.
More Indian Services and Languages Coming Soon
Amazon plans to expand Alexa+’s capabilities in India with support for additional services. Integrations with EazyDiner, Swiggy, District by Zomato, MakeMyTrip, Home Triangle and TripAdvisor are expected to be introduced soon.
The company also plans to add more Indian languages beyond Hindi and Hinglish, further expanding Alexa+’s language capabilities for users across the country.