Why we exist
To shift Australia and the world to 100% renewables
Brand pillars
What differentiates us in the energy category
On the customer’s side
Amber wins when our customers win. Our entire business model is based on creating the best product for buying and selling energy so that consumers get as close to $0 energy bills as possible and never want to leave us.
Not an energy company
Amber is an entirely new way of thinking about buying, banking and selling energy – where home energy technology works to put money back in customers’ pockets. Everything we build is about making that possible and putting traditional retailers in the shade.
Theory of change
How we achieve our mission
We believe the cheapest and fastest way to reach 100% renewables is to automate the growing wave of home batteries and EVs. To do that, we build products that customers love to help them unlock the full value of their home energy usage, storage and generation, while keeping them in control.
Our values
The principles we live by that will never change
Purpose driven
Our mission to shift Australia and the world to 100% renewables gets us out of bed in the morning and keeps us up at night. This is the energy that holds us together and sparks our next great idea. Customers can share our values or they can join Amber for any reason they choose - we care more about achieving our mission than converting non-believers.
Tell it like it is
To rebuild trust in a category that really doesn't have any, we need to act with transparency. So that means - being clear on how wholesale pricing works and how Amber makes money, explaining all the messy parts of the energy market, giving people the intel they need to decide if they’re a good fit, and helping consumers prepare for price spikes when they happen. We’ll be radically honest at all times, even if it sometimes means a bit of pain for the business.
Power to the people
Move over corporates, we believe the fastest and cheapest way to bring on the energy transition is to give households the tools and financial incentives to lead it themselves. We give customers direct access to the market and the tech to buy and sell energy at the best available times so they can make money, increase their system payback and help replace coal and gas with homegrown renewable energy.
Brand positioning
What we want to be famous for
For anyone fed up with their traditional energy retailer, Amber is a new Australian company that unlocks the true value of the energy market. We empower our customers to shift their energy use to times when it’s cheapest and greenest, and export their stored Battery and EV* energy for the highest earnings possible. We’re nothing like an energy company and 100% focussed on building a better energy service for our customers.
*EV exports (V2G) launching in 2025-2026

Our personality
The way we interact with each other and talk to customers
Optimistic
We’re a positive force for change and want our customers to feel great after every interaction with Amber. Even when bills come in high or installs go wrong, our optimistic approach will reassure them that sticking with Amber, they can achieve their energy goals. We’ll use our voice to fight for industry transparency, calling out the competition but always offering a positive solution.
Empathetic
We get that energy is complicated and pretty boring, and that Amber’s wholesale model means there are highs and lows for customers. When the price of energy changes unexpectedly, we put ourselves in the consumer’s shoes, giving all the support and information we can, because the only thing worse than a big bill is a big bill you didn’t expect.
Approachable
We’re good-natured, light-hearted and easy to talk to. We love talking about all things energy and will always make the effort to explain complex information in simple terms that our customers can understand. We'll always lean into a customer's question, showing an openness and willingness to help out.
Unconventional
We don’t follow the traditional model. We are a category disruptor who dares to do things differently to achieve our mission. This means we do unexpected things for our customers and do things other energy brands wouldn’t. We’re proud to be different and will always challenge the status quo through a blend of curiosity, intelligence and boldness.
Unique selling points
How we describe the value we Give customers

Amber for Batteries
(hero PMF - with any combination of the above)
“Battery savings you can bank on”
- Maximise ROI/payback on your battery - automatically sell energy for up to $19/kWh during price spikes
- The smartest version of your battery, working for you not your retailer
- Keep 100% of your battery export earnings
- Choose to set and forget with AI-powered automation or take control if you want to see your earnings tick-up in real time

Amber for EVs
(no battery)
“The freeest EV charging”
- Max value from your solar w/out the pricey hardware
- The most free or almost free charging possible including getting paid to charge
- Charging automation to easily capture the best times to charge
- Get the most out of your home energy set up, EV, solar and/or battery (V2G coming soon)

Amber with Smart Solar
(no EV or Battery)
“Earn what your energy is really worth”
- Optimise your exports with smart solar, maximising your feed-in earnings
- Earn every cent your energy is worth with full value passed through, no cuts taken
- Smarter energy made simple
- Begin your journey to a smarter energy future

Amber Retail
(no devices)
“Save with wholesale energy that’s cheaper”
- Save money by going direct to rock bottom wholesale prices
- Energy that’s on your side - working with you to reduce your bills as much as possible
- More control over your energy usage
- Friendly local support to guide you on your energy journey