Amazon announced the launch of the all-new Alexa+ in India. Alexa+ is Amazon's generative AI-powered personal assistant that is conversational, smarter, deeply personalized, authentically Indian, and takes action in the real world. In India, Alexa+ has been built to work with many services and devices customers already use in their daily life—from smart home control, shopping, meal planning, restaurant reservations, and travel planning, to music discovery and entertainment—all through natural conversation in English, Hindi, and Hinglish.
Starting today, customers in India can experience Alexa+ for free under Early Access on eligible Echo smart speakers and smart displays, Fire TV streaming devices, and the Alexa mobile app.
Teena Sidana, Country Manager for Alexa, Amazon India said: "Indian households are multi-generational, multilingual, and beautifully complex. Alexa+ was designed for that complexity. She understands intent, adapts to your household’s preferences, and lets each family member interact in the way that feels most natural to them. India is home to one of the most diverse set of customers in the world, and we're excited for them to experience how much smarter, personalized, and more intuitive Alexa+ has become. It was truly built around the way they live. We want to make everyday life simpler for hundreds of millions of people who speak, shop, and live differently from one another and build the world's best personal assistant.”
Conversations that feel natural
Alexa+ understands how customers actually speak and understands intent alongside their words. They can say ‘Alexa’ once and talk to her naturally without repeating the wake word every time. They can change topics mid-conversation and speak in mixed language—all without losing context. Say, "Alexa, which is that iconic song जहाँ hero सरसों के खेत में mandolin बजाता है?" and Alexa+ understands and plays the right song.
Alexa+ launches in India with support for English, Hindi, and Hinglish, with more Indian languages coming soon.
Gets things done in the real world
Alexa+ works out-of-the-box with services and devices customers use in their daily life. Customers can intuitively control their smart home with devices from brands like Atomberg, Qubo, Dreame, and Wipro. They can get customised meal ideas through Sanjeev Kapoor Recipes to follow step-by-step and adjust as they go. They can also play and discover music, podcasts, and films in a completely different way—such as by mood, activity, or description—through Amazon Music, Spotify, Apple Music, JioSaavn, Prime Video, and Netflix (subscription fees may apply). These experiences also seamlessly come together. For example, they can say "Alexa, can you set the living room lights to match this song?" and she does it.
Soon, customers in India will be able to use more services with Alexa+, including EazyDiner for restaurant reservations, Swiggy for food delivery and dining reservations, District by Zomato for event and dining reservations, MakeMyTrip for travel bookings, Home Triangle for home services, and TripAdvisor for travel planning.
Natural smart home controls
With Alexa+, customers do not need to remember names of multiple devices or specific commands—she understands what they need from natural conversation. For instance, saying "Alexa, room में बहुत गर्मी है" adjusts the smart AC, or "Alexa, clean the floor" activates a smart robovacuum. Customers can control multiple smart devices with a single request and create smart home routines entirely by voice. For example, “Alexa, जब main बोलूं movie time, तो light को white कर दो और brightness आधी कर दो, curtains बंद कर दो, and get my Fire TV started".
Personalized for the household
Alexa+ learns customer preferences, understands family routines, and adapts to individual households. Through voice ID and visual ID, she recognises family members and tailors responses—remembering that a family member is vegetarian or has a food restriction, and factoring this into recipe recommendations. She learns what they like to watch and listen to, and tailors suggestions accordingly. She uses knowledge about a customer’s daily routines to turn on the lights at sunset, remind them to check the gas and lock up before bed, or flag any clashes in their schedule.
Intuitive shopping experiences
Alexa+ also enhances the overall shopping experience—she can help you build shopping lists accounting for family preferences , alert on price drops for wish list items, discover products aligned with customer interests, and track Amazon.in deliveries. She can compare product features, summarise verified reviews, and suggest complementary items.
Soon, with Amazon Now on Alexa+, customers will be able to order groceries or daily essentials entirely by voice. They can search for an item, specify their choice, add to cart, and place the order, all through natural conversation. Once the order is placed, the Amazon Now fulfilment experience takes over, with delivery within minutes.
Authentically Indian
Alexa+ in India has deep understanding of how Indians actually communicate. She understands specific terms like ‘dhai baje’ (2:30 AM/PM), ‘ek paav’ (250 grams), and relationship terms like bhanja, bhateeji, jethani, and devar—words with no English equivalent that are essential to how Indian families talk. She knows the art of saying "theek hai" or “arrey” mid-conversation, and is tuned into India's love for Bollywood and cricket. She understands Indian festivals, cultural preferences, and adapts to how Indian households actually work.
A lot of the technology powering Alexa+’s deep cultural understanding was built in India for Indian customers. Teams of scientists, linguists, and engineers across Bangalore, Hyderabad, Pune, and Chennai developed core Alexa+ technology—from speech recognition tuned for the acoustics of real Indian homes to language models that handle code-mixed Hinglish and culturally nuanced requests.
Powered by advanced AI architecture
Alexa+ is built on Amazon Bedrock, leveraging an all-new architecture that connects over 70 large language models—including Amazon-made models and models from Anthropic—to hundreds of services and devices. The model-agnostic architecture routes each customer request to the best model for the task at hand, because a smart home action requires fundamentally different capabilities than planning a vacation. The result is an assistant that matches intelligence to the task, delivering a smarter experience that gets more done for customers.
Built with privacy and security in mind
Alexa+ is designed to protect customer privacy and security. The Alexa Privacy dashboard lets customers review and manage their interactions, listen to exactly what Alexa heard, review shared attachments, and set voice recording retention preferences. Alexa-enabled devices include multiple layers of protection, including microphone and camera controls and a visual indicator that lets customers know when Alexa is listening.
Access and availability
Alexa+ is available across eligible Echo smart speakers and smart displays, Fire TV devices, and the Alexa app, starting today, with browser access coming soon. Conversations carry over seamlessly between devices, meaning customers can start researching dinner recipes on an Echo Show in the kitchen, continue on their Alexa app on the way to get errands done, and Alexa+ picks up right where they left off, without losing context.
Alexa+ will be free for all customers during Early Access, starting today. Customers can check eligibility by visiting amazon.in/alexaplus or get immediate access by purchasing a new eligible Echo or Fire TV device.
After Early Access ends, Alexa+ will stay free for Prime plan members. For Prime Lite, Prime Shopping Edition plan members, and all non-Prime customers, Alexa+ access will not auto-renew and will be available either as a standalone subscription for INR 2,000/month or through Prime plan.
The all-new Echo Show 8, Echo Show 11, Echo Dot Max, and Echo Studio are purpose-built for Alexa+, delivering more processing power, memory, and edge-based computing with next-generation sensors.