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Amazon Invites Indian Users to Test Hindi-Language Alexa+

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Amazon is expanding its generative AI-powered conversational assistant, Alexa+, to India, focusing on the Hindi-speaking population.

  • The company has emailed some users in India to enroll in a beta-testing program for Hindi, with an invitation to provide feedback to refine Alexa+'s functionality.
  • Users were invited to fill out a form by June 22, acknowledging that the initial version may contain bugs and could misinterpret local nuances.
  • Although previously launched in the U.S. and several other countries, the release in India centers on tapping into the substantial Hindi-speaking market, potentially using a code-mixed approach involving both Hindi and English.
  • Amazon first introduced Alexa+ in 2025 and has gradually made the new assistant available in various countries.
  • The offering is free for Amazon Prime customers, with non-members having to pay a fee for access.