Amazon yesterday launched its generative AI-powered Alexa+ in India, offering customers free access during the Early Access period, after which the service will remain free for Prime members.

Prime Lite, Prime Shopping Edition and non-Prime users can access it through a Prime plan or a standalone subscription priced at Rs. 2,000 a month.

The new Alexa is designed to handle tasks through natural conversation, including shopping, music discovery, schedule management, meal planning and smart-home controls, an Amazon statement stated yesterday.

Alexa+ can understand English, Hindi and Hinglish, including language switching within a sentence, with support for more Indian languages to come — making it a truly made-for-India product.

Alexa+ can personalise responses based on users’ preferences, routines, music, books and food choices, while voice and visual identification allow it to recognise household members.

The assistant can also proactively flag schedule clashes, remind users about tasks and adjust experiences based on factors such as time of day, location within the home and established habits.

The assistant works across Echo devices, Fire TV and the Alexa app, with browser access through alexa.com coming soon.

It can also connect with smart-home devices from brands, including Atomberg, Qubo, Dreame and Wipro, while supporting services such as Amazon Music, Spotify, Apple Music, JioSaavn, Prime Video and Netflix.

Amazon said Alexa+ will soon support restaurant reservations through Eazy Diner, Swiggy and District by Zomato, travel bookings through MakeMyTrip, home services through Home Triangle and travel planning through TripAdvisor.

Amazon Now on Alexa+ will also enable voice-based ordering of groceries and daily essentials, with deliveries handled through Amazon Now.

The company said the technology has been developed in India by teams in Bangalore, Hyderabad, Pune and Chennai, with capabilities tuned for Indian homes, code-mixed Hinglish and local cultural references.

Alexa+ also includes an Alexa Privacy dashboard through which users can review interactions, attachments and voice-recording storage settings.

On the entertainment side, Alexa+ can, amongst other things, create music queues and playlists based on mood or preferences; get personalised film and book recommendations; move music between Echo devices using natural room references; get personalised streaming recommendations on Fire TV and find movies, songs and other content by describing them rather than recalling titles.