At the time of its introduction in 2001,[1] Amp Energy was initially distributed under the Mountain Dew soft drink brand.

[6] In 2008, the label design was changed to contract the product name to a more concise "Amp Energy", with the Mountain Dew logo being shifted to the lower portion of the cans.

According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots".

[9] The Amp Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included Amp Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning, and watermelon.

This is similar to its early release in North America, with the Amp logo featuring the text 'Powered by Mountain Dew' beneath it.

Amp Energy was the title sponsor for the inaugural NHL Winter Classic outdoor game on New Year's Day 2008.

In 2008, Amp Energy began sponsoring NASCAR Sprint Cup Series driver Dale Earnhardt Jr. and his No.

In October 2010, Amp Energy Juice produced a short film about Talladega Superspeedway titled The Legend of Hallowdega which starred David Arquette, directed by Terry Gilliam and included appearances by Dale Earnhardt Jr. and Darrell Waltrip.

Designers that participated in the promotion included Topher Chin, Steve Aoki, Omar Epps and Han Cholo.