Amazon is testing Alexa+ in India and inviting customers to try Hindi support, according to TechCrunch.
The move matters because voice assistants need strong local-language performance to become useful outside English-first markets. India is a high-volume test case for whether generative assistants can handle everyday multilingual use.
If the pilot works, it could help Alexa+ compete not just as a smart-speaker feature but as a localized AI assistant for commerce, home control, and search.