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Amazon Launches Alexa+ in India With Generative AI Upgrade

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Amazon's Alexa+ arrives in India with generative AI that handles Hindi, English and Hinglish, places orders and controls smart home devices by voice.

Amazon has brought Alexa+, its generative AI-powered voice assistant, to India, giving users an assistant that can remember personal preferences, hold natural conversations and complete multi-step tasks across connected devices. The company introduced the assistant at a media event in New Delhi, where it demonstrated how the software understands English, Hindi and Hinglish and can switch between them within a single request.

Teena Sidana, country manager for Alexa at Amazon India, said the assistant was built to reflect local habits and speech. "Alexa+ is authentically Indian - we wanted it to understand our habits, our culture and our preferences, even the way we talk, like the constant use of 'aare,'" she said. Amazon added that it is working to support more Indian languages over time.

Unlike the earlier version of Alexa, which many users treated as a timer or a switch for lights, Alexa+ is designed to handle complex requests through conversation. It can shop for groceries, book restaurants, manage schedules and control compatible smart home devices by voice. In one demonstration, the assistant compiled a grocery list, sourced the items from Amazon Now and placed the order without the user typing anything in.

The assistant is built to learn from what users tell it. In the same scenario, Alexa+ flagged that one dinner guest had an allergy, drawing on notes the user had shared earlier. Amazon says the more information a person gives the assistant, the more accurate its responses become.

What Alexa+ can do

Sidana described the assistant's range in the demonstration. "One sentence, two languages and three tasks - she can understand it," she said. According to Amazon, Alexa+ can explain the physics behind reverse swing in cricket or recite film dialogue on request, including Shah Rukh Khan's line, "Bade bade deshon mein, aisi chhoti chhoti baatein hoti rehti hain, senorita!"

Personalisation is central to the product. Amazon says Alexa+ can adapt to routines - for example, learning that a user prefers morning news in English and evening songs in Hindi, or that friends visit on Fridays and extra snacks are needed. "There's no longer one Alexa; there are multiple Alexas rolled into one," Sidana said.

Devices and reach

Four devices have been built specifically for Alexa+: the Echo Show 8, the Echo Show 11, the Echo Dot Max and the Echo Studio. Voice sits at the centre of the new assistant across this hardware lineup.

Amazon pointed to India as one of its most engaged markets for the assistant. The company said Alexa has logged 24 billion interactions over the past three years and seen more than 20 per cent growth in customers over the last year. It also reported 1.1 billion smart home actions carried out through the platform.

The India launch positions Alexa+ as a shift from a command-based tool to a conversational assistant that can act on a user's behalf. Amazon has framed the rollout around everyday tasks - cooking, shopping and hosting - rather than isolated voice commands, betting that a more personal, multilingual assistant will deepen its footprint in one of its largest markets.

Amazon Alexa+, Alexa India, generative AI assistant, Echo devices, Amazon India, Hinglish voice assistant, smart home, Teena Sidana

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