diff --git a/homeassistant/components/alexa_devices/config_flow.py b/homeassistant/components/alexa_devices/config_flow.py
index 961f2760065..aa9bbb4ae5e 100644
--- a/homeassistant/components/alexa_devices/config_flow.py
+++ b/homeassistant/components/alexa_devices/config_flow.py
@@ -6,7 +6,7 @@ from collections.abc import Mapping
 from typing import Any
 
 from aioamazondevices.api import AmazonEchoApi
-from aioamazondevices.exceptions import CannotAuthenticate, CannotConnect
+from aioamazondevices.exceptions import CannotAuthenticate, CannotConnect, WrongCountry
 import voluptuous as vol
 
 from homeassistant.config_entries import ConfigFlow, ConfigFlowResult
@@ -57,6 +57,8 @@ class AmazonDevicesConfigFlow(ConfigFlow, domain=DOMAIN):
                 errors["base"] = "cannot_connect"
             except CannotAuthenticate:
                 errors["base"] = "invalid_auth"
+            except WrongCountry:
+                errors["base"] = "wrong_country"
             else:
                 await self.async_set_unique_id(data["customer_info"]["user_id"])
                 self._abort_if_unique_id_configured()
diff --git a/homeassistant/components/alexa_devices/strings.json b/homeassistant/components/alexa_devices/strings.json
index 89ab5b7056e..03a6cc3de64 100644
--- a/homeassistant/components/alexa_devices/strings.json
+++ b/homeassistant/components/alexa_devices/strings.json
@@ -44,6 +44,7 @@
     "error": {
       "cannot_connect": "[%key:common::config_flow::error::cannot_connect%]",
       "invalid_auth": "[%key:common::config_flow::error::invalid_auth%]",
+      "wrong_country": "Wrong country selected. Please select the country where your Amazon account is registered.",
       "unknown": "[%key:common::config_flow::error::unknown%]"
     }
   },
diff --git a/tests/components/alexa_devices/test_config_flow.py b/tests/components/alexa_devices/test_config_flow.py
index 57049617986..def3a6ec547 100644
--- a/tests/components/alexa_devices/test_config_flow.py
+++ b/tests/components/alexa_devices/test_config_flow.py
@@ -2,7 +2,7 @@
 
 from unittest.mock import AsyncMock
 
-from aioamazondevices.exceptions import CannotAuthenticate, CannotConnect
+from aioamazondevices.exceptions import CannotAuthenticate, CannotConnect, WrongCountry
 import pytest
 
 from homeassistant.components.alexa_devices.const import CONF_LOGIN_DATA, DOMAIN
@@ -57,6 +57,7 @@ async def test_full_flow(
     [
         (CannotConnect, "cannot_connect"),
         (CannotAuthenticate, "invalid_auth"),
+        (WrongCountry, "wrong_country"),
     ],
 )
 async def test_flow_errors(