Amazon.com Inc.

09/16/2026 | News release | Distributed by Public on 09/16/2026 02:38

Alexa+ arrives in India as Amazon's next-generation AI assistant expands internationally

Key takeaways

  • Alexa+ begins rolling out in India on September 16 as part of an Early Access program.
  • The new Alexa is conversational, deeply personal, and designed to take action in the real world.
  • Alexa+ in India will be free for all users during Early Access.
  • After that, it's free for Prime members or costs INR 2,000 per month for Prime Lite, Prime Shopping Edition, and non-Prime customers.
Alexa+, Amazon's next-generation AI assistant, has arrived in India.
Over the past months, we've brought it to the U.S., UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil, and France, and Australia, with more coming later this year. We'll also expand Alexa+ to more than 10 additional countries in 2027.

Alexa+ now available in India

Starting September 16, Alexa+ will be available across India as part of an Early Access program, with thousands of customers expected to receive invitations in the following weeks. Customers can also visit amazon.in/alexaplus to request Early Access.

Introducing Alexa+, the next generation of Alexa

Powered by generative AI, Alexa+ is your personal AI assistant that gets things done-she's smarter, more conversational, more capable, and free with Prime.

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 9 billion times in just the last 12 months, with millions of interactions happening every week.
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 bookings, food delivery, and more. Alexa+ handles it all through natural conversation.

What makes Alexa+ different?

Alexa+ stands out from other AI assistants. First, it has ambient intelligence: Alexa+ is always available, being there when you need it and fading into the background when you don't.
To be truly ambient, Alexa+ operates throughout the day across your devices-it's not sitting in a chat window waiting for a prompt. It's there when you are rushing out of the door with your hands full, when you are coming home from work thinking about everything that needs to get done, or in the kitchen when you are making dinner catching up with family.

How Amazon rebuilt Alexa with generative AI

Inventing Alexa+ required a series of technical breakthroughs, from getting LLMs to orchestrate APIs reliably to creating all-new agentic capabilities.

You can talk to Alexa+ naturally, easily change topics, and you don't need to repeat the wake word every time. Alexa+ can answer virtually any question, help with complex tasks, and remembers the context of conversations so you can seamlessly pick up wherever you left off-whether that be on an Echo device, Fire TV, in the Alexa app, or on a browser (available depending on location and coming soon to India).
It's also deeply personal, learning your preferences, understanding your household's routines, and adapting to your life. Alexa+ recognizes family members and learns about their tastes and habits, personalizing recommendations based on them. It can remember information you choose to share-like a particular music style, which sports team you follow, or a food preference-and recommend dishes and recipes based on that. The more you interact with Alexa+, the more it gets to know you, and the more useful it becomes.
Arguably the biggest difference is that Alexa+ is designed to act in the real world. Alexa+ doesn't just give you information; it works with services customers know and love to complete tasks from start to finish from ordering a present for your mother's birthday to sending out a party invitation to your friends.

How does Alexa+ feel authentically local?

Alexa+ has been built to ensure it feels authentically local, understanding not just language but the culture too. In India, it's not simply translated or given a local voice, but designed to understand how Indians actually speak, live, and connect.
She 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+ will be available in more Indian languages in 2027.
Local teams including engineers, linguists, and speech scientists have used different techniques-such as reinforcement learning, accent-neutral speech representations, and regional embeddings-to make sure Alexa+ genuinely understands global customers.
In India, she understands specific terms like 'dhai baje' (2:30a.m/p.m.), 'ek paav' (250 grams), and relationship terms like bhanja, bhateeji, jethani, and devar-words 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.
Elsewhere, in the UK for example, Alexa+ knows what a "cuppa" is, will understand what you mean when you say you are "knackered," and knows that "it's nippy" means it's chilly outside. In Germany, when customers ask for a recipe for Brötchen, Schrippen, or Semmeln, Alexa+ knows exactly what to provide. In France, Alexa+ knows everything about the debate between pain au chocolat and chocolatine, as well as that putting ice cubes in wine is taboo except if it's in a big glass of rosé on a hot summer day.
Alexa+ also features a new voice that's more natural and expressive.

What can Alexa+ do?

Most AI tools live in a tab on your browser or in an app on your phone, only providing you with information-it is then up to you to take the next step and act.
Alexa+ is different, she can do things for you from beginning to end, such as organize your calendar, order a gift for your mom's birthday, or plan a holiday.
To do this, Alexa+ works with thousands of services and devices customers use every single day. In India those include current smart home devices and services from brands like Atomberg, Qubo, Dreame, and Wipro; Amazon Music, Apple Music, JioSaavn, Prime Video, Netflix and Sanjeev Kapoor Recipes, with Amazon Now and others coming soon.

Building a global Alexa+: How Amazon is teaching AI to understand culture, not just language

Launching Alexa+ in Mexico marked the assistant's first foray beyond English-and revealed just how much work goes into teaching an AI the difference between speaking a language and truly belonging to a culture.

In the UK, that includes partners such as OpenTable, and in Spain, Alexa+ is partnering with providers such as The Fork. In Germany, new services will arrive during the year including Kinoheld, GMX, and Web.de.
Australian customers can stay informed on all the latest news from ABC, Sky News/News24; and go deeper into topics with The Guardian, AAP, The Associated Press, and Reuters.
Meanwhile, if you want to build the perfect smart home experience, Alexa+ makes it simple, proactive, and intuitive. You can control multiple smart devices with a single request, create Routines using just your voice, and Alexa+ will even infer what you mean without an explicit ask-like knowing to adjust the temperature if you say you're cold, or to dim the lights if you say it's too bright.

How can Indian and international customers try Alexa+?

Alexa+ in the UK, Brazil, Mexico, Italy, Spain, Germany, Austria, France, Australia, and India has rolled out with an Early Access program that is free for eligible customers.
In Canada, the Early Access period has ended meaning it is now fully available across the country in both French and English, costing $27.99 CAD per month plus tax unless you are a Prime member, where there is no additional cost.
There are two ways to access this new experience in countries where Alexa+ is available via the Early Access program. You can either purchase a new eligible Echo device or, if you already have a compatible device, register online to receive an invite. Customers in India will receive invitations on a rolling basis or they can visit amazon.in/alexaplus to request Early Access.
After each Early Access program ends in these countries, Alexa+ will be available as outlined below for each country.

Alexa+ India


Alexa+ began rolling out in India on September 16 as part of an Early Access program which is free for all users. After Early Access, 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 as a standalone subscription for INR 2,000/month.

Alexa+ Australia

Alexa+ begins rolling out in Australia on August 6 as part of an Early Access program. During Early Access, Alexa+ will be free. After the program ends, Alexa+ will be included as an Amazon Prime benefit. For non-Prime members, Alexa+ will cost AU$29.99 per month.

50+ things to try with Alexa+

Alexa+ is our next-generation AI assistant that gets things done-it solves daily problems, keeps you entertained, helps you stay connected, and can converse about virtually any topic.

Alexa+ Brazil

In Brazil, Alexa+ began rolling out on June 18 as part of the Early Access program. Once that concludes, it will be included in the Prime membership at no additional cost. For customers who are not yet Prime members, it will cost R$99,90/month and include 2TB of storage on Amazon Photos.

Alexa+ France

Alexa+ started rolling out in France on May 26, 2026 with an Early Access program. After that comes to an end, it will cost €22.99 per month if you do not have an Amazon Prime membership.

Alexa+ Germany

In Germany, Alexa+ started rolling out on May 7, 2026 as part of an Early Access program. Following that, it will cost customers without a Prime subscription €22.99 per month.

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From playing your favorite song to discovering new artists, customers can browse music and book services hands-free on more devices with Alexa+.

Alexa+ Austria

Alongside Germany, we also launched Alexa+ in Austria. The Early Access program started on May 7, 2026. After that concludes, Alexa+ will cost €22.99 per month if you're not an Amazon Prime member.

Alexa+ Spain

The Alexa+ Early Access program started in Spain on April 23, 2026. Once that concludes, it will cost non-Prime members €22.99 per month.

Alexa+ UK

Alexa+ started rolling out in the UK on March 19, 2026 as part of the Early Access program. After that ends, it will cost £19.99 per month for those without a Prime membership.

Meet Alexa for Shopping, your personalized, agentic AI assistant on Amazon

Amazon brings together Rufus and Alexa+ to create 'Alexa for Shopping' on the Amazon Shopping app and website.

Alexa+ Canada

In Canada, the Early Access program started on November 20, 2025. That concluded on June 11 when Alexa+ became fully available in French and English costing $27.99 CAD per month for non-Prime members.

Alexa+ Mexico

The Early Access program in Mexico began on January 22, 2026. Following that, Alexa+ will cost $399 MXN per month if you're not an Amazon Prime member. 

Alexa+ Italy

For Italy, the Early Access period started on April 15, 2026. After that, Alexa+ will cost €22.99 per month for non-Prime customers.

How does Alexa+ protect customer privacy and security?

Alexa+ was designed to protect your privacy and security. It offers transparency. It puts you in control.
For example, you can review and manage your Alexa+ interactions and available settings in the Alexa Privacy dashboard. This means you can hear exactly what Alexa heard, review attachments you've shared, change how long your voice recordings are stored, and much more-all in one place, centralized and easy to find in the Alexa app and online.

For more news, visit About Amazon Australia

Amazon is guided by four principles: customer obsession, passion for invention, commitment to operational excellence, and long-term thinking. This is our story.

Devices with Alexa are also designed with multiple layers of protection, and that hasn't changed with Alexa+. You can continue to rely on camera controls and a visual indicator that lets you know when Alexa is listening to your request. To learn more, visit the Alexa Privacy Hub.

Where else is Alexa+ available?

Alexa+ is currently available to customers in the U.S., Brazil, Canada, Mexico, UK, Germany, Italy, Spain, France, and now Australia.
Next, discover 50 things to try with Alexa+, from smart home automation to sending emails.
Amazon.com Inc. published this content on September 16, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on September 16, 2026 at 08:39 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]