{
  "company": {
    "name": "Amber Electric",
    "website": "https://amber.com.au/",
    "record": "https://startuphistory.org/c/amber.com.au"
  },
  "status": null,
  "history_since": "2011-02-05T09:40:04.000Z",
  "baseline": {
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    "observed_at": "2011-02-05T09:40:04.000Z",
    "headline": "All About Digital Media",
    "description": "Information and advice about Digital Media Solutions",
    "evidence": "https://web.archive.org/web/20110205094004/http://www.amber.com.au/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-04T11:24:30.321Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2011-02-05T09:40:04.000Z",
      "variants": [
        {
          "headline": "All About Digital Media",
          "subhead": "Information and advice about Digital Media Solutions",
          "observed_at": "2011-02-05T09:40:04.000Z",
          "evidence": "https://web.archive.org/web/20110205094004/http://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "All About Digital Media",
      "subhead": "Information and advice about Digital Media Solutions",
      "from": "2011-02-05T09:40:04.000Z",
      "to": "2011-02-05T09:40:04.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20110205094004/http://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2011-02-05T09:40:04.000Z"
      },
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    },
    {
      "quote_observed_at": "2020-02-24T21:15:36.000Z",
      "variants": [
        {
          "headline": "Skribe Productions",
          "subhead": "Skribe Productions",
          "observed_at": "2013-07-10T09:56:53.000Z",
          "evidence": "https://web.archive.org/web/20130710095653/http://amber.com.au",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Skribe Productions",
          "subhead": "Information and advice about Social Marketing and Digital Media Solutions",
          "observed_at": "2015-02-26T20:32:46.000Z",
          "evidence": "https://web.archive.org/web/20150226203246/http://amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Skribe Productions",
          "subhead": "Information and advice about Social Marketing and Digital Media Solutions",
          "observed_at": "2017-02-03T23:39:24.000Z",
          "evidence": "https://web.archive.org/web/20170203233924/http://amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Skribe Productions",
          "subhead": "Information and advice about Social Marketing and Digital Media Solutions",
          "observed_at": "2018-07-21T02:52:04.000Z",
          "evidence": "https://web.archive.org/web/20180721025204/http://amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Skribe Productions",
          "subhead": "Information and advice about Social Marketing and Digital Media Solutions",
          "observed_at": "2020-02-24T21:15:36.000Z",
          "evidence": "https://web.archive.org/web/20200224211536/http://amber.com.au/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Skribe Productions",
      "subhead": "Information and advice about Social Marketing and Digital Media Solutions",
      "from": "2013-07-10T09:56:53.000Z",
      "to": "2020-02-24T21:15:36.000Z",
      "captures": 5,
      "evidence": "https://web.archive.org/web/20200224211536/http://amber.com.au/",
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    {
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      "variants": [
        {
          "headline": "The fastest way to shift Australia to 100% renewables",
          "subhead": "Join the smart energy revolution. Amber Electric is a new way to buy electricity. Unlike traditional retailers, we pass through the real-time wholesale price, helping you save money and use more renew",
          "observed_at": "2022-01-19T00:51:53.000Z",
          "evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "The fastest way to shift Australia to 100% renewables",
      "subhead": "Join the smart energy revolution. Amber Electric is a new way to buy electricity. Unlike traditional retailers, we pass through the real-time wholesale price, helping you save money and use more renew",
      "from": "2022-01-19T00:51:53.000Z",
      "to": "2022-01-19T00:51:53.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2022-01-19T00:51:53.000Z"
      },
      "current": false
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    {
      "quote_observed_at": "2025-01-04T04:12:36.000Z",
      "variants": [
        {
          "headline": "switch to wholesale energy",
          "subhead": "Amber is on a mission to help shift Australia to 100% renewable energy. Get access to wholesale energy prices and use more green energy. Sign up for $19/month.",
          "observed_at": "2023-07-03T11:45:41.000Z",
          "evidence": "https://web.archive.org/web/20230703114541/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "SAVE WITH WHOLEsALE ENERGY PRICES",
          "subhead": "Amber is on a mission to help shift Australia to 100% renewable energy. Get access to wholesale energy prices and use more green energy. Sign up for $22/month.",
          "observed_at": "2025-01-04T04:12:36.000Z",
          "evidence": "https://web.archive.org/web/20250104041236/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "SAVE WITH WHOLEsALE ENERGY PRICES",
      "subhead": "Amber is on a mission to help shift Australia to 100% renewable energy. Get access to wholesale energy prices and use more green energy. Sign up for $22/month.",
      "from": "2023-07-03T11:45:41.000Z",
      "to": "2025-01-04T04:12:36.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20250104041236/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
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          "to": "2025-01-04T04:12:36.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-11-03T07:22:48.000Z",
      "variants": [
        {
          "headline": "THE ENERGY COMPANY FOR HOME BATTERIES",
          "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
          "observed_at": "2025-11-03T07:22:48.000Z",
          "evidence": "https://web.archive.org/web/20251103072248/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "THE ENERGY COMPANY FOR HOME BATTERIES",
      "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
      "from": "2025-11-03T07:22:48.000Z",
      "to": "2025-11-03T07:22:48.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20251103072248/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "seen": {
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      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-04T11:24:30.321Z",
      "variants": [
        {
          "headline": "Loyalty taxED again? Switch your battery to Amber.",
          "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
          "observed_at": "2026-07-13T02:39:54.000Z",
          "evidence": "https://web.archive.org/web/20260713023954/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Loyalty taxED again? Switch your battery to Amber.",
          "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
          "observed_at": "2026-10-21T03:38:37.000Z",
          "evidence": "https://web.archive.org/web/20261021033837/https://www.amber.com.au/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Loyalty taxED again? Switch your battery to Amber.",
          "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
          "observed_at": "2026-11-04T11:24:30.321Z",
          "evidence": "https://www.amber.com.au/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Loyalty taxED again? Switch your battery to Amber.",
      "subhead": "Amber is a renewable energy retailer built differently. We give households direct access to wholesale electricity and automate batteries and EVs to save.",
      "from": "2026-07-13T02:39:54.000Z",
      "to": "2026-11-04T11:24:30.321Z",
      "captures": 3,
      "evidence": "https://www.amber.com.au/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-07-13T02:39:54.000Z",
          "to": "2026-11-04T11:24:30.321Z"
        }
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      "current": true
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  "changes": [
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      "n": 1,
      "id": "page-21a77659a46e790367fdb49fa939b893479ef7e2f1e90dde440504134dabb00f:39b1f7cbe835564a03675b3aec097a5a68817a92dc7f4c1e4de267db3882ff01:headline:002873f0b40c50e9",
      "before_evidence": "https://web.archive.org/web/20110205094004/http://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “All About Digital Media” to “Skribe Productions”.",
      "between": {
        "from": "2011-02-05T09:40:04.000Z",
        "to": "2013-07-10T09:56:53.000Z"
      },
      "evidence": "https://web.archive.org/web/20130710095653/http://amber.com.au",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 2,
      "id": "page-21a77659a46e790367fdb49fa939b893479ef7e2f1e90dde440504134dabb00f:39b1f7cbe835564a03675b3aec097a5a68817a92dc7f4c1e4de267db3882ff01:logos:481836e80f639be6",
      "before_evidence": "https://web.archive.org/web/20110205094004/http://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Writing Credits, Flickr, Google+ and YouTube.",
      "between": {
        "from": "2011-02-05T09:40:04.000Z",
        "to": "2013-07-10T09:56:53.000Z"
      },
      "evidence": "https://web.archive.org/web/20130710095653/http://amber.com.au",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-39b1f7cbe835564a03675b3aec097a5a68817a92dc7f4c1e4de267db3882ff01:c3e682d4ac87a2bdeeb5ef09ae1fc0fcfc465b6de5f818f5f4092afeb6b47dcd:logos:f4f142e63c164ee0",
      "before_evidence": "https://web.archive.org/web/20130710095653/http://amber.com.au",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logo to its homepage: Tumblr.",
      "between": {
        "from": "2013-07-10T09:56:53.000Z",
        "to": "2015-02-26T20:32:46.000Z"
      },
      "evidence": "https://web.archive.org/web/20150226203246/http://amber.com.au/",
      "evidence_kind": "internet_archive",
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      "topic": null
    },
    {
      "n": 4,
      "id": "page-79c06610147dd9d0d90735e89ea2a96acb6c90096e1e03406fb92805d6eb7c01:5dce2a190036a2a7a41743194298d8d4f782e26e76c3400930cc228359814326:headline:0b4e24de25fcb02f",
      "before_evidence": "https://web.archive.org/web/20200224211536/http://amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Skribe Productions” to “The fastest way to shift Australia to 100% renewables”.",
      "between": {
        "from": "2020-02-24T21:15:36.000Z",
        "to": "2022-01-19T00:51:53.000Z"
      },
      "evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-79c06610147dd9d0d90735e89ea2a96acb6c90096e1e03406fb92805d6eb7c01:5dce2a190036a2a7a41743194298d8d4f782e26e76c3400930cc228359814326:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20200224211536/http://amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2020-02-24T21:15:36.000Z",
        "to": "2022-01-19T00:51:53.000Z"
      },
      "evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 6,
      "id": "page-5dce2a190036a2a7a41743194298d8d4f782e26e76c3400930cc228359814326:0453d14da72f3ec47fb727a8567526b900a1c11db5b3e180ce649086877d1867:headline:5bfc8242ce2e63b8",
      "before_evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “The fastest way to shift Australia to 100% renewables” to “switch to wholesale energy”.",
      "between": {
        "from": "2022-01-19T00:51:53.000Z",
        "to": "2023-07-03T11:45:41.000Z"
      },
      "evidence": "https://web.archive.org/web/20230703114541/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-5dce2a190036a2a7a41743194298d8d4f782e26e76c3400930cc228359814326:0453d14da72f3ec47fb727a8567526b900a1c11db5b3e180ce649086877d1867:gtm:71fb5032b8ee999a",
      "before_evidence": "https://web.archive.org/web/20220119005153/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Closed its waitlist and opened sign-up.",
      "between": {
        "from": "2022-01-19T00:51:53.000Z",
        "to": "2023-07-03T11:45:41.000Z"
      },
      "evidence": "https://web.archive.org/web/20230703114541/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/opened-sign-up"
    },
    {
      "n": 8,
      "id": "page-0453d14da72f3ec47fb727a8567526b900a1c11db5b3e180ce649086877d1867:5af19f0f108c679b23ef2365aa5937f942df766e65e66a426fb5ae1b6d0db901:headline:317da5c6b5462eff",
      "before_evidence": "https://web.archive.org/web/20230703114541/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “switch to wholesale energy” to “SAVE WITH WHOLEsALE ENERGY PRICES”.",
      "between": {
        "from": "2023-07-03T11:45:41.000Z",
        "to": "2025-01-04T04:12:36.000Z"
      },
      "evidence": "https://web.archive.org/web/20250104041236/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 9,
      "id": "classifier-5af19f0f108c679b23ef2365aa5937f942df766e65e66a426fb5ae1b6d0db901:abf48cb11ba6b2a4ed1c9eed800013eac97f0002d1c9e80a363d235e9b8f5ad4:repositioning",
      "before_evidence": "https://web.archive.org/web/20250104041236/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “SAVE WITH WHOLEsALE ENERGY PRICES” to “THE ENERGY COMPANY FOR HOME BATTERIES”.",
      "between": {
        "from": "2025-01-04T04:12:36.000Z",
        "to": "2025-11-03T07:22:48.000Z"
      },
      "evidence": "https://web.archive.org/web/20251103072248/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 10,
      "id": "page-5af19f0f108c679b23ef2365aa5937f942df766e65e66a426fb5ae1b6d0db901:abf48cb11ba6b2a4ed1c9eed800013eac97f0002d1c9e80a363d235e9b8f5ad4:pricing:63c3580193edc4d6",
      "before_evidence": "https://web.archive.org/web/20250104041236/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Changed listed prices from $22 / month to $25 / month.",
      "between": {
        "from": "2025-01-04T04:12:36.000Z",
        "to": "2025-11-03T07:22:48.000Z"
      },
      "evidence": "https://web.archive.org/web/20251103072248/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/changed-prices"
    },
    {
      "n": 11,
      "id": "page-abf48cb11ba6b2a4ed1c9eed800013eac97f0002d1c9e80a363d235e9b8f5ad4:88ddfaee11b9d1010f6fb0d882a48d027633c9c45a13da97b8f43ca2cdf9a78a:headline:f5184927343674bc",
      "before_evidence": "https://web.archive.org/web/20251103072248/https://www.amber.com.au/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “THE ENERGY COMPANY FOR HOME BATTERIES” to “Loyalty taxED again? Switch your battery to Amber.”.",
      "between": {
        "from": "2025-11-03T07:22:48.000Z",
        "to": "2026-07-13T02:39:54.000Z"
      },
      "evidence": "https://web.archive.org/web/20260713023954/https://www.amber.com.au/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Amber Electric” company record, https://startuphistory.org/c/amber.com.au"
}