Amber Electric, based in Melbourne, is a unique electricity provider operating in the National Electricity Market (NEM), serving New South Wales, Victoria, South East Queensland, South Australia, and the ACT.
Founded in 2017 by Chris Thompson and Dan Adams, Amber differentiates in the market by offering customers access to wholesale electricity prices for a flat $22/month subscription fee, unlike traditional retailers that charge fixed rates with retail markups.
What Makes Amber Different?
- Wholesale Pricing Model: Amber passes on real-time wholesale electricity prices, updated every 30 minutes by the Australian Energy Market Operator (AEMO). This includes wholesale energy costs, network charges, metering, environmental costs, and carbon offsets. Customers pay the true cost of energy, which can be lower when renewable energy (e.g., solar, wind) floods the grid, especially in spring and summer. However, prices can spike during peak demand (e.g., evenings or winter), requiring strategic usage to save.
- Smart App: The Amber app provides live price updates, 12-hour price forecasts, usage reports, and notifications for price spikes, helping users shift consumption to cheaper, greener times (e.g., midday for solar abundance). It’s ideal for those with flexible schedules or smart devices like batteries and EVs.
- Focus on Renewables: Amber promotes 100% renewable energy use by encouraging customers to consume power when renewables dominate the grid, reducing reliance on fossil fuels. While not carbon-neutral under the Climate Active scheme, Amber scores 70% on Greenpeace’s Green Electricity Guide for supporting renewable transitions.
Key Features and Programs
- Amber for Batteries: This program, using SmartShift™ technology, automates home battery charging and discharging to buy low (when prices are cheap) and sell high (during peak prices, up to $15/kWh). It’s compatible with batteries like Tesla Powerwall, SolarEdge, and Sungrow.
- Amber for EVs: Amber’s EV charging solution optimizes charging for low-cost, low-emission times, integrating with solar and battery setups. Following their January 2025 acquisition of Charge HQ, Amber enhances EV smart charging. While V2G is nascent in Australia, Amber’s wholesale model supports EV owners tapping into spot market savings.
- Solar Support: For solar owners, Amber offers wholesale feed-in tariffs (FiTs), averaging 11–13 cents/kWh in South Australia, though negative pricing can occur (rarely). SmartShift limits exports during negative FiTs, avoiding costs. This ties into your solar rebate blog post, as Amber maximizes solar value.
Is Amber Right for You?
- Pros:
- Savings Potential: Customers with solar, batteries, or EVs can save significantly by timing usage or exports.
- Transparency: The app’s real-time data and no lock-in contracts empower users. Amber’s handling of issues, like refunding millions during 2022 price spikes, earns praise.
- Green Focus: High renewable energy support, with CHOICE giving Amber an 88% expert rating and 70% green score.
- Cons:
- Price Volatility: Wholesale prices can spike (e.g., $10/kWh), making bills unpredictable without careful monitoring.
- Subscription Fee: The $22/month fee may offset savings for low-energy users or those unable to shift usage.
- Smart Meter Required: A smart meter is needed for real-time tracking, installed free if absent, but connection fees apply when moving.
Other Points of Interest
- Solar Rebates (2025): Amber complements Victoria’s Solar Homes Program ($1,400 rebate) and NSW’s battery incentives ($1,600–$2,400). Its SmartShift maximizes battery returns, aligning with the government’s shift to storage.
- Vehicle-to-Grid (V2G): Amber’s EV focus and V2G potential (noted in a 2024 ARENA report) make it a leader for V2G adopters. With V2G legal in Australia since November 2024,
- Australia-Based: As an Aussie-owned company backed by Commonwealth Bank and VCs like Square Peg.
Current Status (2025)
- Market Share: Amber has over 5,700 customers, holding 0.10% of the NEM retail market as of Q2 2022/23.
- Recent Moves: In January 2025, Amber acquired Charge HQ, boosting its EV charging tech. A $29 million Series C funding round led by Gentrack supports expansion.
Final Thoughts
Amber is a game-changer for tech-savvy Australians with solar, batteries, or EVs, offering savings and green energy through wholesale pricing. However, it requires active engagement to avoid price spikes, making it less ideal for fixed-rate fans. Amber’s SmartShift and EV solutions could be worth exploring, especially in Victoria with its solar incentives.