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I’ve been part of the Alexa team in India since its very early days, and Alexa has become part of both my work and home. At the office, I helped roll out the beta version to employees, introduced it to partners, and watched each person light up the moment Alexa responded to them. At home, Alexa quickly became part of my family. My five-year-old always says goodnight to Alexa, asks her to play his favourite rhymes and stories, and is always seeking answers to his numerous ‘whys’.
Over the last eight years, Alexa has helped millions of Indian households play music, get important reminders, set alarms, enjoy bedtime stories, and take care of the little things. Customers in India have interacted with Alexa over nine billion times in the last 12 months, with millions of interactions happening every week.
Today, is the start of a new chapter for Alexa in India—we’re launching Alexa+.
This all-new Alexa is not just smarter, but genuinely capable of getting things done for customers in the real world. Shopping. Music discovery. Schedule management. Meal planning. Smart home. And soon—restaurant reservations, travel planning and booking, and more. Alexa+ handles it all through natural conversation.
And the best news? Customers in India can experience Alexa+ starting today with Early Access.
The best way to discover what the new Alexa is capable of is to try it and ask.
Here are a few of the things that my family and I love about Alexa+.
Conversations feel natural
The first thing you notice is how effortless interacting with Alexa becomes. You're not talking to technology, you’re chatting with someone who understands you. Half-thoughts, colloquialisms, and complex ideas all naturally flow into the conversation. She grasps your intent, not just your words.
Alexa+ speaks naturally in English, Hindi, and Hinglish, and handles language-switching within a single sentence without confusion—a natural way many Indians speak. You can say "Alexa, which is that iconic song जहाँ hero सरसों के खेत में mandolin बजाता है?" and she gets it. And this is just the start. Alexa+ launches in India with support for English, Hindi, and Hinglish, with more Indian languages coming soon.
Alexa+ gets things done
A chatbot that can answer questions is useful. But an assistant that can get things done for you changes your day. Alexa+ can choose music depending on your mood, recommend a gift for your mom and help you order it, turn the AC on when you say "Alexa, room में बहुत गर्मी है", or send an email on your behalf to your kid’s school about an upcoming absence.
Alexa works out-of-the-box with the services and devices you use daily. Control your smart home with devices from brands like Atomberg, Qubo, Dreame, and Wipro. Get customised meal ideas through Sanjeev Kapoor Recipes to follow step-by-step and adjust as you go. Discover and play music, podcasts, and films in a completely different way through Amazon Music, Spotify, Apple Music, JioSaavn, and Prime Video, Netflix (subscription fees may apply).
The magic happens when all of this comes together in a seamless way. Just say: "Alexa, can you set the living room lights to match this song?" and she understands the song playing and sets the mood.
Soon, customers in India will be able to use Alexa+ for making restaurant reservations via Eazy Diner, 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.
Personalized and proactive
This isn’t just “Alexa”, it’s your Alexa. She learns your preferences, routines, music, books, and foods you avoid. Her tone adjusts across conversations, so if your team wins, she speaks more cheerfully when you ask about the match. Through visual and voice ID, she recognises household members and tailors responses accordingly. So if your partner says, “play my favourite songs”, Alexa will recognise their voice and customise her response or actions.
Tell Alexa+ about your daily routine and she'll help your day flow smoothly. When you get home from the office, she might dim the lights and play your favourite playlist.
Alexa+ is there when you need her, but never in the way
Alexa+ intelligently anticipates moments where she can be useful to enhance your life without demanding attention. She uses knowledge about your daily routines to, remind you to turn off the lights before bed, or flag any clashes in your schedule.
We call this ambient AI. Technology that’s there when you need it but fades into the background when you don’t. She coordinates with devices to deliver contextual awareness and personalized experiences based on time of day, location in your home, and your established habits.
Accessible anywhere, anytime
Alexa+ is always with you, from an Echo playing music in the kitchen, to streaming on Fire TV in the living room, or getting things done on the go through the Alexa app. Soon, Indian customers will also be able to access Alexa+ directly from their browser at alexa.com, making it even easier to get help wherever you are.
What makes this truly powerful is how seamlessly your conversations carry over. Start researching dinner recipes on your Echo Show in the kitchen, continue on your Alexa app on your way to get errands done, and Alexa+ remembers the context and what you were discussing.
Shopping feels intuitive
Running low on essentials? Tell Alexa and she will suggest your preferred brand and confirm with you before ordering. If something goes out of stock, she suggests suitable alternatives. Just say: "Alexa, Diwali आने वाली है. Dry fruits order कर दो ". She also builds shopping lists accounting for dietary preferences. She tracks your Amazon deliveries, alerts you to price drops on wish list items, and helps discover products aligned with your interests. She can also compare product features, summarise verified reviews, and suggest complementary items.
Soon, with Amazon Now on Alexa+, you will be able to order groceries or daily essentials entirely by voice. Ask Alexa to search for an item, specify your choice, add to cart, and place the order, all through natural conversation. Once your order is placed, the Amazon Now fulfilment experience takes over, and you will receive your delivery within minutes.
Manage your home naturally
Alexa+ users can now manage their home without needing to remember the exact device name. Say “it’s dark,” and Alexa will turn the lights on, understanding that you mean the room you’re in. You can also create custom smart home routines entirely by voice, combining multiple actions, like adjusting lights, playing music, and getting your smart appliances working. Just say, “Alexa, “जब main बोलूं ‘movie time’, तो light को white कर दो और brightness आधी कर दो, curtains बंद कर दो, and get this started on Fire TV".
Alexa also moves through the house with you. If you’re cooking in the kitchen and say "Alexa, play upbeat songs" she will start them on your nearby Echo Show. When you move into the living room just say, "Alexa, move the music here" and she will do it, seamlessly.
Authentically Indian
Bringing Alexa+ to India means understanding how Indians actually communicate. Alexa+ 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.
This deep cultural understanding is no accident. A lot of the technology powering Alexa+ was built in India, for India. 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. You can learn more about the science behind Alexa+ and the work of our Indian teams here.
Alexa+ is built with privacy and security in mind
We designed Alexa+ the same way we approach building any product, with you in mind, to protect your privacy and security, provide you with transparency, and put you in control.
For example, the Alexa Privacy dashboard lets you review and manage your interactions with Alexa+ in one convenient place. You can listen to exactly what Alexa heard, review the attachments you've shared, change how long your voice recordings are stored, and more. Everything is easy to find in the Alexa app and online.
Alexa+ is free during Early Access
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 ₹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.
I'm genuinely excited about bringing Alexa+ to India and can't wait for you to experience it.
