Amazon is gearing up to roll out its latest conversational AI assistant, Alexa+, in India with a Hindi-language version. The company has invited some Indian customers to join the beta-testing program by filling out a Hindi form.

The move comes as Amazon seeks to tap into the vast market of native Hindi speakers, who comprise over 600 million people in India. By localizing Alexa+ for the Indian context, Amazon aims to improve its AI’s understanding and interaction with users who might speak both Hindi and English in a code-mixed way.

“You are invited to join the Alexa+ Beta programme in India,” reads an email sent out by the company. “Your feedback will be important as we refine what Alexa+ can do.” However, the beta software is expected to have bugs and might mispronounce local nuances or provide inaccurate information.

This push into India marks another step for Amazon’s Alexa+, which was first announced in 2025 but only opened up to all U.S. users in February this year. The company has since expanded its footprint to countries like the U.K., Canada, Brazil, Mexico, Italy, and Germany, with support for local contexts.

While Amazon offers Alexa+ free of charge to Prime customers, others can pay a monthly fee to access the updated assistant. As AI tools like Alexa+ continue to evolve, it will be interesting to see how they adapt and whether this localization effort signals a broader trend in AI development.