Amazon Alexa saw a 67% rise in Indian user interactions in 2020, as the e-com giant built a voice ecosystem by embedding it in Amazon’s family of apps and over 100 third-party devices. Alexa is now enabled on Amazon’s shopping app, Fire TV, and on laptops, televisions, smartphones, and smart home appliances. India was the fourth country — after the USA, the UK and Germany — where Alexa was launched in Oct 2017.