Amber Electric
Amber Electric is an Australian energy retailer and virtual power plant operator serving 40,000+ households with real-time wholesale electricity pricing, automated battery and EV dispatch, and an expanding V2G orchestration platform across Australia and the UK.
- Company typePrivate
- Founded2017
- HeadquartersMelbourne, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Amber Electric does
Amber Electric is an Australian energy retailer founded in 2017 and headquartered in Melbourne that gives households and small businesses direct access to real-time wholesale electricity prices through the National Electricity Market. The company serves approximately 40,000+ customers and operates a virtual power plant spanning 50,000+ battery-owning households, positioning it among the largest residential VPPs in Australia.
Its core product is a smart energy management platform that ingests wholesale price signals and automatically dispatches customers' solar, battery, and EV charging assets to capture high-price and low-price windows. The technology stack includes the proprietary SmartShift battery automation product, the Charge HQ EV smart-charging platform acquired in January 2025, and a V2G orchestration system being scaled toward approximately 1,000 homes with Australian Renewable Energy Agency (ARENA) backing and a BYD warranty framework. Hardware-agnostic integrations with Fox ESS, Sigenergy, StarCharge, and Rebate Spy round out the ecosystem.
Amber's business model combines a flat $25 per month membership fee with zero-markup, pass-through wholesale electricity charges, producing a software-style recurring revenue stream on top of a commodity supply product. Distribution is supported by the embedded CommBank Yello partnership and CommBank equity ownership, while E.ON Next provides UK and European market entry alongside an equity investment. Cumulative disclosed funding stands at approximately $86 million, supplemented by a $13.6 million ARENA grant, with strategic investors including CommBank, E.ON Next, and Virescent Ventures.
Amber Electric firmographics
Firmographics- Name
- Amber Electric
- Legal name
- Amber Electric Pty Ltd
- Website
- https://amber.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Amber Electric is an Australian energy retailer and virtual power plant operator serving 40,000+ households with real-time wholesale electricity pricing, automated battery and EV dispatch, and an expanding V2G orchestration platform across Australia and the UK.
- Ownership category
- akta.pro rank
Amber Electric industry classification
Industry- Product category
- Retail electricity (wholesale pass-through) with energy automation software
- NAICS
- Electric Power Transmission, Control, and Distribution (22112), Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- EV Charging–Integrated Retail Supply (Home/SMB) (EUAGABAJ)
- akta.pro secondary industries
- EV Charging Grid Integration Services (Utility Make-Ready, Load Management Integration) (EUAEANAJ), EV Charging-Integrated Rentals (Bundled Charging, Roaming, Home Charger Add-ons) (THADANAJ)
Keywords
Where Amber Electric is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Amber Electric business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Amber membership subscription: Flat $25/month membership fee is the company's 'only revenue for running the business'. Amber explicitly states it makes $0 profit from customer energy usage — i.e. electricity supply is passed through at cost. This is a recurring subscription covering access to the SmartShift platform, app, live prices, and automation services.
- Wholesale electricity pass-through (no margin): Amber passes through true wholesale electricity costs (wholesale energy, hedging, network charges per kWh and per day, metering, environmental and carbon offset costs) directly to customers. The company generates no margin on energy usage; this stream exists to serve as the substrate over which the membership fee and automation deliver value.
- SmartShift device optimisation service: SmartShift is a separate product/contract (per the 'SmartShift contract' terms at amber.com.au/terms-and-conditions/terms) for device optimisation services covering home batteries, EVs, hot water systems, pool pumps and other appliances, governed by its own T&Cs and accessible to third-party technology partners via 'Third Party Optimisation Terms'.
- International technology licensing / platform deals: Amber's wholesale-pricing automation technology has been licensed/deployed internationally via partner utility deals — most prominently E.ON Next's 'Next Optimise' service in the UK (developed using Amber's technology, proven in 80,000 Australian homes). Amber also opened a Strategic Account Manager (Europe) role to commercialise these platform deals.
- Solar and battery sales (Amber for Batteries packages): Amber offers solar and battery hardware packages (via 'solar-and-battery-packages'), supplied through installer partners, with $500 off installation offered as a sign-up perk in some promotional programs (e.g. CommBank Staff $700 Solar and Battery Offer).
- V2G hardware sales (future commercial product): Amber plans a commercial V2G product launch in 2026. Per amber.com.au/v2x-hub, V2G trial participants receive 'a discounted V2G capable charger (excl. installation)', indicating hardware revenue is expected to accompany the commercial V2G product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Amber membership — $25/month flat fee, $0 profit on energy used |
| Usage-based | Pay-as-you-go | Wholesale pass-through electricity tariff |
| Hybrid | Monthly | CommBank Yello offer tiered credits |
| Subscription | Monthly | CommBank Staff $250 offer + Better Off Guarantee |
| One time/ perpetual license | Pay-as-you-go | V2G commercial product (planned 2026) |
| Subscription | Monthly | Small Business electricity plans (TOU / Demand / Single-rate variants) |
| Subscription | Monthly | CommBank Customer $50 offer |
Go-to-market motion5 records
Distribution channels7 records
Marketing channels12 records
Amber Electric product offering
Product offeringCore offering
Amber Electric is an authorised Australian electricity retailer that supplies households and small businesses with electricity at the live wholesale spot price, with no retailer margin, charging customers a flat $25/month membership. Layered on this retail product is the proprietary SmartShift automation platform that connects to a customer's home battery, EV charger, hot water system or other appliance and automatically schedules it to charge when wholesale prices are low and discharge (export) when prices are high. Amber extends the same automation to vehicle-to-grid (V2G) and vehicle-to-home (V2H) flows via its V2X platform, and licenses the underlying technology internationally to utilities such as E.ON Next in the UK.
Product overview
Amber Electric operates a platform-plus-modules architecture. The core platform is the Amber Electricity retail product, which provides 30-minute wholesale pass-through pricing to residential and small business customers across NSW, QLD, SA, ACT, and VIC. Layered on top are the SmartShift (Amber for Batteries) automation module for home battery optimisation, the Amber for EVs (A4EV) module for smart EV charging, and the Amber V2X (V2G/V2H) module for bidirectional energy flow, all surfaced through the Amber App. The Amber API exposes the same pricing and automation to partners (used by the ARENA EV automation trial and embedded inside E.ON Next's Next Optimise tariff in the UK), and Charge HQ, acquired in February 2025, extends the EV-charging automation footprint as a separate acquired brand within the portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- SmartShift: Amber's automation platform that automatically shifts household energy use (appliances, batteries, EV charging) to cheaper or greener times based on real-time wholesale prices.
- Amber for Batteries
- Amber for EVs
- Amber for Business
- Charge HQ
Products and services
- Amber Electricity Wholesale pass-through electricity retail plan: customers pay the live 30-minute NEM spot price for consumption and exports with $0 retailer margin, plus a flat $25/month Amber membership. Available to households and small businesses in VIC, SA, NSW, ACT and SE QLD.
- Amber for Batteries (SmartShift) SmartShift automation module that connects to a customer's home battery and automatically schedules charging and discharging to buy electricity when wholesale prices are low and export when prices are high, enabling participation in the residential VPP. Governed by its own SmartShift contract T&Cs.
- Amber for EVs (A4EV) Smart EV charging service that automatically schedules an EV to charge when wholesale electricity prices and emissions are low, integrated with home battery and solar systems.
- Amber V2X (V2G / V2H) Vehicle-to-grid and vehicle-to-home automation platform that orchestrates bidirectional EV chargers (StarCharge, Sigenergy, Infypower) to charge from cheap/renewable energy, power the home (V2H) and export to the grid (V2G) during high-price events, while respecting customer constraints such as state-of-charge.
- Amber for Solar Solar feed-in tariff plan that exports rooftop solar generation at 30-minute dynamic wholesale rates to maximise export revenue compared with flat feed-in tariffs.
- Amber for Business (Small Business plans) Dynamic electricity retail product for small business customers, providing 30-minute wholesale pass-through pricing with TOU, Demand and Flat tariff variants across Extra Small to Extra Large usage bands.
- Amber API Developer-facing API exposing Amber's live 30-minute wholesale prices, device control and automation signals to partners and customers, including the ARENA EV automation trial participants.
- Amber App (iOS and Android) Mobile application providing real-time 30-minute wholesale electricity prices, bill forecasting, push notifications for price spikes and control surfaces for SmartShift, A4EV and V2X modules.
- Charge HQ Smart EV charging application acquired by Amber in February 2025 that schedules EV charging against solar export and dynamic tariffs; now offered under Amber's EV automation portfolio.
- Amber Solar and Battery Packages Solar and battery hardware packages supplied through installer partners, with tailored system advice and promotional installation discounts for Amber customers.
Quantifiable outcome
- 50% of battery customers had a $0 bill or credit over the past 12 months
- +8 more outcomes
Companies that use Amber Electric
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Amber Electric technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature5 records
Amber Electric partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, core and minor.
- BYDflagshipBYD is the first EV manufacturer to back Amber's V2G trial with a formal warranty commitment. As of Oct 2025 BYD confirmed it will warrant 50 Amber customers' EVs; the warranty commitment is carried forward into the 1,000-home expansion. Eligible BYD Atto 3 vehicles can participate in V2G under a battery warranty exemption. BYD is described as 'one of the first EV manufacturers in Australia to officially participate in real-world V2G use with energy retailers and customers'.
- NRMAcoreNRMA is partnering with Amber on the ARENA-funded V2G trial — an NRMA-funded sub-trial with 25 households using BYD Atto 3 vehicles demonstrated commercial potential (one SA household earned ~$700 in a single summer afternoon). NRMA is listed alongside ARENA, Institute for Sustainable Futures (UTS), iMOVE and enX as Amber's V2G delivery partners.
- Institute for Sustainable Futures, University of Technology Sydney (UTS)coreUTS ISF is a research partner in Amber's ARENA-funded V2G trial, listed on the V2X hub page alongside ARENA, NRMA, iMOVE and enX.
- iMOVE Cooperative Research CentrecoreiMOVE is a research partner listed on Amber's V2X hub page alongside ARENA, NRMA, UTS ISF and enX, supporting the ARENA-funded V2G trial.
- enXcoreenX is leading 'independent verification of the trial's outcomes' of Amber's expanded V2G program, providing regulators, policymakers and industry partners with validated evidence. Also listed on the V2X hub page as a delivery partner.
- StarChargecoreStarCharge is the initial supplier of bidirectional V2G chargers for Amber's ARENA-funded trial. Described as 'a leading global provider of V2G technology specialising in bidirectional equipment'. The StarCharge Halo is one of three bidirectional EV chargers approved by the Clean Energy Council for nationwide installation (alongside Infypower Numbat7 and SigEnergy EV DC).
- SigenergycoreSigenergy is an existing battery partner of Amber; SigEnergy EV DC is one of three CEC-approved bidirectional EV chargers. Amber's SA V2G trial participant Sam uses a Sigenergy Sigenstor system (30 kW inverter, 16.5 kWh storage, EV DC bidirectional module). Amber will test chargers from all V2G brands available, including Sigenergy.
- E.ON Next (E.ON UK)flagshipE.ON Next has licensed Amber's automation technology to launch 'Next Optimise', a smart home energy management service and dynamic electricity tariff in the UK. E.ON Next is the first international licensee, deploying Amber's platform in the UK. E.ON Next also participated in Amber's $10M October 2025 funding round. Pilot as 'Next Solar Max' delivered ~£18/month average savings.
- Fox ESScoreFox ESS is a VPP partner of Amber, alongside Origin Loop VPP. Fox ESS showcased at Smart Energy 2026 (May 6-7 Sydney) as a platinum sponsor, with its integrated solar storage and EV charging solutions tailored for Australian homeowners and installers. Fox ESS ranked No. 1 in March for installation capacity per Sunwiz and won 'Top Solar Company for Fastest Growing Battery'.
- Rebate SpycoreRebate Spy — a premium Australian solar and battery provider founded by brothers Pedro and Luis Estrella — has integrated with Amber's SmartShift platform to enable customers to participate in VPPs and sell stored energy back to the grid during peak demand. Rebate Spy reports ~30 sales/week within first two months of trading.
- Mitsubishi MotorsminorMitsubishi Motors became the first manufacturer to secure Australian approval for V2G operation in 2024, per goauto (June 2026), in the context of the broader Australian V2G rollout that includes Amber's ARENA-funded trial.
- Capital and Treasury Solutions Pty Ltd (AFSL No. 429066)coreAmber Electric Pty Ltd is an authorised electricity retailer acting as authorised representative (AR No. 1296915) of Capital and Treasury Solutions Pty Ltd (AFSL No. 429066). Required regulatory authorisation relationship for the sale of the Amber energy product.
- Commonwealth Bank (CommBank)flagshipCommBank has an ownership interest in Amber and has entered a strategic relationship agreement. The partnership powers the CommBank Yello offer (Yello, Yello Plus, Yello Gold, Yello Diamond tiers) providing tiered bill credits to CommBank customers who sign up to Amber and pay via a CommBank payment method. Separate CommBank Staff Deal ($250 + Better Off Guarantee; $700 Solar and Battery offer) targets CBA employees. Offer valid through 30 September 2026.
- Charge HQcoreAmber Electric acquired Charge HQ (a smart EV charging app) in late January 2025 to enhance its energy management solutions and optimise EV charging through renewable energy and dynamic pricing technology in Australia.
Scale indicators12 records
Recent moves8 records
Expansion highlights8 records
Amber Electric competitors and assessment
Company assessmentDirect peers
- Reposit Power: Australian residential and commercial VPP operator that aggregates distributed batteries and solar into grid services. Directly comparable to Amber's SmartShift/VPP model and competes for the same battery-owner customers in Australia.
- ShineHub: Australian distributed energy platform offering solar, battery and VPP services to households. Competes with Amber in residential solar/battery aggregation and energy services across Australia.
- sonnen (Shell Energy): Residential battery and VPP provider active in Australia and globally, now part of Shell. Competes with Amber on battery automation and VPP aggregation for Australian households.
- Octopus Energy: UK-headquartered energy retailer known for dynamic/time-of-use tariffs (e.g. Agile) and Kraken platform. Closest international analogue to Amber's wholesale pass-through and automation model and a likely competitor in UK/EU expansion.
Broad incumbents
- Tesla Energy (Powerwall & Virtual Power Plant): Tesla's energy business bundles Powerwall hardware with software-driven VPP and time-of-control tariffs across multiple geographies. Overlaps with Amber's hardware-software automation play at a much larger global scale.
- Enphase Energy: Global residential energy technology company combining microinverters, batteries and energy management software. Comparable to Amber on software-led home energy optimisation, though Enphase sells hardware-first.
- AGL Energy: Largest Australian incumbent energy retailer and VPP operator (including its battery and VPP programmes). Competes with Amber for residential customers and has launched time-of-use and dynamic offerings.
- Origin Energy: Major Australian energy retailer with growing residential battery and VPP initiatives (e.g. Origin Loop). Direct competitor for Australian retail customers and VPP capacity.
- EnergyAustralia: Large Australian incumbent retailer piloting dynamic pricing and battery programmes. Overlaps with Amber in residential retail and is a potential competitor in dynamic tariffs.
Others
- E.ON Next: UK retail arm of E.ON that has licensed Amber's technology to launch Next Optimise and is also an investor. Functions both as a strategic partner and as a global utility benchmark for Amber's platform-licensing model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat7 records
Key risks6 records
Key highlights6 records
Customer concentration
Amber Electric social profiles
Digital presenceAmber Electric compliance and trust
Trust signalCompliance3 records
Amber Electric financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amber Electric leadership team
Management profileNumber of profiles
Profiles8 records
Amber Electric subsidiaries and ownership
Company hierarchySubsidiaries1 record
Amber Electric funding detail
Funding detailFunding overview
Funding rounds11 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amber Electric M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amber Electric
What does Amber Electric do?
Amber Electric is an authorised Australian electricity retailer that supplies households and small businesses with electricity at the live wholesale spot price, with no retailer margin, charging customers a flat $25/month membership. Layered on this retail product is the proprietary SmartShift automation platform that connects to a customer's home battery, EV charger, hot water system or other appliance and automatically schedules it to charge when wholesale prices are low and discharge (export) when prices are high. Amber extends the same automation to vehicle-to-grid (V2G) and vehicle-to-home (V2H) flows via its V2X platform, and licenses the underlying technology internationally to utilities such as E.ON Next in the UK.
Is Amber Electric a public or private company?
Amber Electric is a private company. It is classified as venture growth investor backed and is currently operating.
When was Amber Electric founded?
Amber Electric was founded in 2017. It employs 51 to 100 people.
Where is Amber Electric based?
Amber Electric is headquartered in Melbourne, Australia, in the Oceania region.
How does Amber Electric make money?
Six revenue lines are on record. Amber membership subscription is the primary driver. The others are wholesale electricity pass-through (no margin), smartShift device optimisation service, international technology licensing / platform deals, solar and battery sales (Amber for Batteries packages) and V2G hardware sales (future commercial product).
Who are Amber Electric's main competitors?
Direct peers on record are Reposit Power, ShineHub, sonnen (Shell Energy) and Octopus Energy. Broad incumbents are Tesla Energy (Powerwall & Virtual Power Plant), Enphase Energy, AGL Energy, Origin Energy and EnergyAustralia. E.ON Next is listed as an others.
Does Amber Electric have an API?
Yes. Amber provides a public developer API referenced via the developer documentation portal. It is used for the "AMBER EV AUTOMATION TRIAL – API enabled vehicles" referenced in the ARENA Terms and Conditions, enabling third-party EV/charger platforms to interoperate with Amber's automation and pricing systems. Developer documentation is at app.amber.com.au/developers/documentation.
What industry is Amber Electric in?
Amber Electric's product category is Retail electricity (wholesale pass-through) with energy automation software. Its primary akta.pro industry code is EUAGABAJ, EV Charging–Integrated Retail Supply (Home/SMB), with a secondary code of EUAEANAJ, EV Charging Grid Integration Services (Utility Make-Ready, Load Management Integration). Its NAICS code is 22112 and its SIC code is 4911.