Amazon launched the beta test of the Hindi version of its generative AI assistant Alexa+ in India, sending targeted emails to some Indian users inviting them to submit forms before June 22 to join the testing program and improve localization features. As Amazon's first generative AI product launched in 2025, Alexa+ was slowly rolled out in the US and fully opened to all users in the US in February of this year, followed by the UK, Canada, Brazil, Mexico, Italy, and Germany. The main focus is on localized adaptation of voice interaction and multilingual mixed understanding, as India has over 600 million Hindi speakers who rely on complex contexts involving Hindi, English, or a mix of both. Since introducing Alexa to India in 2017, Amazon added Hindi support in 2019, and this upgrade aims to reshape the voice interaction experience using generative AI. Amazon warned in the email that the beta software may have potential bugs, inaccurate information, or errors in regional pronunciation. Currently, Alexa+ uses a business model where Prime members get it for free and other users pay a monthly fee; the exact launch timeline in India has not been clearly specified.