Alexa+ speaks Hindi now — and Amazon needs it to work

amazon is testing alexa+ in india with specific support for hindi, sending invitations to users to join a beta program that refines the assistant's ability to handle local nuances and code-mixed speech. the expansion follows the us launch of the generative ai-powered alexa+ and deployments in the uk, canada, and brazil, as amazon pushes to update its legacy voice infrastructure. success in india is critical for amazon to gather data on multilingual interactions and maintain relevance against competitors like google and openai in the massive asian market. if the beta succeeds, it paves the way for a full rollout that could finally modernize the alexa experience for millions of users.