The landscape of warehouse automation is shifting once again as Zebra Technologies initiates the process of winding down its autonomous mobile robot (AMR) division, originally built around the $290 million acquisition of Fetch Robotics in 2021. This realignment signals Zebra’s decision to focus resources on other growth avenues after several years of investment in robotics. Industry observers had speculated on the sustainability of the AMR segment, given rapidly evolving technologies and stiff competition from major automation suppliers. Zebra’s actions will have immediate implications for its workforce and for clients relying on Fetch-powered robotics in their supply chains.
When news of Zebra’s acquisition of Fetch Robotics first emerged, speculation centered on a significant expansion into robotics and material handling. Over the subsequent years, Fetch rolled out new robot models and warehouse solutions, and customer case studies touted improvements in productivity. However, market reports have often pointed to the difficulty of achieving scale profits in mobile robotics for supply chain applications. Today’s decision to scale back the AMR group appears in line with these analyses, marking a notable adjustment in Zebra’s innovation strategy compared with earlier, more optimistic projections.
What Led to the Decision to Wind Down the Robotics Group?
Zebra Technologies confirmed it is considering several strategic options for its robotics automation business, including an outright sale or complete closure. Most employees in this division are expected to exit by late 2025, while a smaller group will remain until early 2026 to support existing customer deployments. A spokesperson for Zebra stated,
“Zebra Technologies has decided to explore strategic options for our robotics automation business.”
The company said this move will allow sharper focus on its core offerings in digitizing and automating frontline workflows.
How Does This Affect Customers and Employees?
The future for customer sites using Fetch robots will be uncertain unless another company acquires the division to continue support and development. Former employees have already begun searching for new opportunities, highlighting the wide-ranging impact of the business decision on the workforce. Zebra has not disclosed detailed revenue figures or the number of robots it has deployed, making it challenging to assess the overall scale of the affected operations.
Will the Supply Chain Market See Broader Impacts?
Zebra’s withdrawal from the AMR market raises questions about the prospects of large supply chain technology providers maintaining their own robotics operations. Despite previously integrating Fetch’s robots and launching products like Zebra Symmetry Fulfillment, the company reported that the AMR business did not reach the growth levels required. As Zebra shifts away from direct robotics investments, it signaled an ongoing commitment to other automation solutions, stating,
“Long term, we will continue to provide solutions that empower organizations to increase productivity, optimize inventory, and better serve consumers and patients across the industries we serve.”
The Fetch Robotics brand, established in 2014, has been recognized for innovation in open-source powered AMRs and was an early player in flexible material handling. Its technologies found early adoption among logistics providers and manufacturers, leveraging ROS to facilitate integration and development. The company’s founder, Melonee Wise, has since moved on to new leadership roles in the broader robotics industry, reflecting the mobility and adaptability that characterize the sector during times of business transition.
Automation and robotics companies face significant challenges in achieving long-term profitable growth. Zebra’s move underscores that even substantial investments and high-profile acquisitions do not guarantee sustained market presence in robotics. For businesses considering automation, this development highlights the need for careful evaluation of vendor stability and a focus on adaptable technology integrations. The Fetch Robotics narrative illustrates both the promise and unpredictability of advanced supply chain automation, and businesses can use these lessons when planning their own technology roadmaps.
