Brandwave

Amber vs Lumo Energy:Which is more popular?

In September 2026, Lumo Energy had more branded searches than Amber among energy retailers in Australia. Lumo Energy had about 22,200 branded searches, while Amber had 18,100. Lumo Energy made up 2.2% of all energy retailer searches we track, and Amber accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about energy retailers, Amber and Lumo Energy each appeared in one of the five answers. Amber and Lumo Energy were each mentioned first in one of the two answers that named either.

Among energy retailers in Australia in September 2026

Who do people search for more?

Lumo Energy, about 23% more searches than Amber

Lumo Energy 22.2K searchesAmber 18.1K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Amber in 1 of 5Lumo Energy in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Amber first in 1Lumo Energy first in 1

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Top energy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Amber and Lumo Energy were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amber and Lumo Energy were each listed first in one of the two answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. GloBird Energy1st
  2. OVO2nd
  3. Origin3rd
  4. AGL4th
  5. Red Energy5th
  6. 1st Energy6th
  7. Momentum Energy7th
  8. EnergyAustralia8th
  9. +2 more
  10. Lumo Energy11th
  11. Amber12th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Origin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EnergyAustralia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AGL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GloBird Energy3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 1st Energy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OVO2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Red Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Alinta Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lumo Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amber1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about energy retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is Amber or Lumo Energy more popular in search?

This chart shows how often people search Google for Amber and Lumo Energy by name. Each line represents a brand's share of searches for all 12 energy retailers we track, month by month, from searches in Australia.

Amber and Lumo Energy among energy retailers in Australia, by month

Share of searches by month for Lumo Energy, Amber. The figures are in the table below the chart.

View monthly share of searches table
MonthAGLOriginEnergyAustraliaRed EnergyGloBird EnergyAlinta Energy1st EnergyOVOLumo EnergyAmberMomentum EnergyPowershop
Oct 202525.7%21%17.2%11.5%5.2%6.3%0.69%2.8%2.8%2.8%2.3%1.5%
Nov 202522.9%22.9%18.8%10.3%5.6%6.9%0.75%2.5%2.5%2.5%2.5%1.7%
Dec 202524.1%24.1%16.2%10.8%4.8%7.2%0.65%2.7%2.7%3.2%2.2%1.4%
Jan 202620.6%25.2%16.9%11.2%6.2%7.6%0.83%2.8%2.3%2.8%2.3%1.5%
Feb 202621.6%26.5%14.5%11.8%6.5%6.5%0.71%2.9%2.4%2.9%1.9%1.6%
Mar 202623.5%23.5%15.8%10.5%7.1%7.1%0.77%3.2%2.1%2.6%2.1%1.7%
Apr 202622.2%22.2%14.9%10%10%6.7%0.89%3.7%2.5%3%2%2%
May 202624.1%24.1%13.2%10.8%8.9%5.9%1.2%4%2.2%2.2%1.8%1.8%
Jun 202623.7%23.7%13%10.6%7.1%7.1%1.7%4.8%2.1%2.1%2.1%1.7%
Jul 202620.3%24.9%13.6%11.2%7.5%7.5%1.8%5%2.2%1.8%1.8%2.2%
Aug 202623.6%23.6%13%10.6%8.7%7.1%1.7%3.9%2.6%1.7%1.7%1.7%
Sep 202623.8%23.8%16%10.7%7.2%5.9%2.6%2.6%2.2%1.8%1.8%1.8%

How has the Amber and Lumo Energy comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Lumo Energy took it in July 2026.
  • Across the 12 months ending September 2026, Amber’s share of searches among energy retailers in Australia moved from 2.8% to 1.8%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
  • Across the 12 months ending September 2026, Lumo Energy’s share of searches among energy retailers in Australia moved from 2.8% to 2.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K.

How did search popularity change for Australia energy retailers in September 2026?

3 changes

  1. In September 2026, 1st Energy overtook OVO and Lumo Energy to rank 7th among energy retailers in Australia, with 2.6% of the searches.

  2. Estimated monthly branded searches for Amber in Australia fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026.

  3. Estimated monthly branded searches for Lumo Energy in Australia fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Amber’s and Lumo Energy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Amber

1 branded search term

  • amber electric

Lumo Energy

1 branded search term

  • lumo energy

How the Brand Demand Index is measured

Other head-to-heads among energy retailers

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