Amazon Unveils Alexa+ in India with AI-Powered Voice Assistant

Amazon has launched Alexa+, a new generative AI-powered version of its voice assistant in India. The service is designed to offer more natural conversations, personalized experiences, and deeper integration with smart home devices, shopping services, entertainment platforms, and daily utility applications.

Alexa+ is now available under Early Access at no additional cost for eligible Echo smart speakers, smart displays, Fire TV devices, and the Alexa mobile app. Amazon said a significant portion of the technology powering Alexa+'s cultural and linguistic understanding was developed by teams based in Bengaluru, Hyderabad, Pune, and Chennai.

According to Teena Sidana, Country Manager for Alexa, India is home to one of the most diverse sets of customers in the world, and Amazon designed Alexa+ to meet their complexity. The assistant supports English, Hindi, and Hinglish, enabling users to switch languages during conversations while maintaining context.

Alexa+ has been built to understand conversational speech patterns and user intent, allowing customers to interact naturally without repeatedly using the wake word. The service will remain free during the Early Access period, after which it will be available at no additional cost for Prime plan members.