Amazon India is expanding its regional language offering further with the launch of a voice shopping experience in Hindi within the coming weeks.
The e-commerce platform has also announced that customers can now access Amazon in Marathi and Bengali, additionally to the five previously available languages – Hindi, English, Kannada, Malayalam, Tamil, and Telugu.
"These launches break the language barrier and make e-commerce more accessible and convenient for millions of customers across India," Amazon India said in a statement.
For the launch of Amazon in Marathi and Bengali, Amazon worked with professional linguists to develop a precise and comprehensible user experience in each of the languages.
The team has chosen commonly used terms over perfectly translated words to form the shopping experience reliable, easy to know, and pleasant for customers, the statement said.
Amazon customers can select their preferred language across Android and iOS apps, mobile and desktop sites. Once selected, the language preference is going to be recorded and remembered for future visits.
The upcoming launch of the voice shopping experience in Hindi follows the launch of Voice shopping in English in 2020.
When the feature is launched, customers are going to be ready to use their voice in Hindi to look for products or check their order status. The voice offering is going to be available just for Android devices. With this launch, customers are going to be ready to navigate to varied touchpoints on Amazon, the Android app, look for products and add items to the cart among more using their voice in Hindi or English.
Amazon India has been innovating to expand the digital opportunity to both customers and businesses by localizing various offerings within the areas of regional language, voice, and video.
Since June 2020, Amazon has introduced seller registration and account management services in languages like Hindi, Tamil, Kannada, Marathi, Telugu, Malayalam, and Bengali.
In voice, Amazon Alexa - a cloud-based voice service that powers the Echo range of smart speakers - is out there in English and Hindi and also understands proper nouns in various languages like Hindi, Marathi, Gujarati, Kannada, Bengali, Tamil, Telugu, etc.
In the video, Amazon Prime Video makes titles available in Hindi, English, Marathi, Telugu, Tamil, Malayalam, Kannada, Marathi, Gujarati, Punjabi, and Bengali.
In addition, through Kindle Direct Publishing, authors can self-publish them add five Indian languages including Hindi, Tamil, Malayalam, Marathi, and Gujarati additionally to English.
"Our aim with regional language shopping experience is to make e-commerce accessible, relevant, and convenient for customers. Every month, tens of millions of customers visit Amazon in regional languages and 90 percent of the customers are from tier II and below cities," Amazon India Director (Customer Experience and Marketing) Kishore Thota said.