Amazon launches Alexa+ generative AI voice assistant in India

Amazon has launched Alexa+, its generative AI-powered voice assistant, in India. The rollout includes a free early access period for users on Echo devices, Fire TV, and the Alexa app. Following the trial, Prime members will receive the service at no additional cost, while non-Prime users will face a subscription fee of Rs 2,000 per month.

Built on the Amazon Bedrock platform, Alexa+ utilizes over 70 large language models, including those from Amazon and Anthropic. The upgrade allows for more natural, seamless conversations where users do not need to repeat the wake word for follow-up requests. The assistant can also maintain context when switching between different devices.

Specifically tuned for the Indian market, Alexa+ supports English, Hindi, and code-mixed Hinglish. It is trained to recognize Indian-specific phrases, regional cultural contexts, and family relationship terms. The system is also designed to understand references to Bollywood, cricket, and local festivals.