Amazon launched its generative AI assistant Alexa+ in India on September 16, 2026, its first major market outside the United States. According to TechCrunch, Alexa+ arrives in early access, free for every customer while Amazon fine-tunes it and free for Prime members once that testing period ends, while everyone else pays ₹2,000 a month, about $20.85, once early access wraps. The article notes India is a market where ChatGPT, Google's Gemini and Meta AI are all free to download and use. Business Standard reported Alexa+ switches between Hindi, English and Hinglish mid-sentence without a fresh wake word for each language, and Amazon says it understands Indian units of measurement and family relationships. Users can order groceries through Amazon Now or control smart home devices, and per About Amazon India's announcement the assistant plugs into Swiggy, District by Zomato, EazyDiner, MakeMyTrip, TripAdvisor and HomeTriangle, though Amazon hasn't said when each integration goes live. The article describes the structure as Amazon's Prime playbook, selling Alexa+ as one more reason to keep paying for Prime, with the fee looking secondary and steep enough to push people toward Prime. Alexa+ also personalizes itself using voice and visual identification, recognizing individual family members and adjusting, such as accounting for one person's dietary restrictions when suggesting a recipe.