Zebra Technologies is winding down its autonomous mobile robot (AMR) division, signaling a strategic pullback from the robotics push it launched to broaden warehouse automation capabilities. The division traces its origin to Zebra’s $290 million purchase of Fetch Robotics in 2021, a move that significantly shaped the company’s robotics ambitions. With the current development, sources suggest Zebra is aiming to divest or ultimately shut down the robotics unit. Most of the AMR team is expected to depart by the end of 2025, though about a quarter of staff may remain through March 2026 to support ongoing deployments. Several former Zebra AMR employees have already announced on LinkedIn that they are seeking new roles.
The future of the robots deployed at customer sites now appears contingent on whether Zebra can find a buyer for the division. Zebra has not disclosed AMR-specific revenue in its earnings reports, leaving unclear the exact fielded robot count or the division’s profitability.
In a statement to The Robot Report, Zebra explained that it is exploring strategic options for its robotics automation business. The company said this move will allow it to sharpen focus on digitizing and automating frontline workflows and on investments in other growth areas. Long term, Zebra asserts it will continue delivering solutions that help organizations boost productivity, optimize inventory, and better serve customers and patients across its industries.
Background on Fetch and the AMR push
Fetch Robotics, founded in 2014 by robotics pioneer Melonee Wise, developed a line of AMRs built on the ROS open-source framework. The company focused on moving materials, assisting pickers, and automating repetitive tasks in fulfillment centers, including a mobile manipulator system that initially represented a research and development platform. OpenAI even experimented with Fetch-based setups to explore advances in machine learning for mobile manipulation.
Following Zebra’s 2021 acquisition, Fetch rolled out three new AMRs and a fulfillment software suite designed for order and batch picking. The company showcased additional robots and upgrades at MODEX 2024. Earlier in 2025, Zebra introduced Zebra Symmetry Fulfillment, a robot-assisted picking solution that combined AMRs with wearables, software, and analytics to improve productivity and reduce costs.
Recent performance and strategic shifts
Not long before this restructuring, Zebra reported that ODW Logistics anticipated a 42% increase in pick rates after adopting the AMRs. Despite ongoing investment in the AMR lineup, insiders indicated the business did not scale rapidly enough for Zebra’s taste, prompting a shift back toward core supply chain technology outside robotics.
Prior to acquiring Fetch, Zebra already held 5% of Fetch through an earlier investment. At the time of the acquisition, Fetch’s annualized run-rate sales were around $10 million, with Fetch having raised roughly $94 million prior to the deal.
Leadership and talent moves
Melonee Wise, who led Zebra’s robotics automation division for about two years, left Zebra to become chief technology officer at Agility Robotics in May 2023 and later took on chief product officer duties there in 2024. Wise departed Agility in August 2025 and soon took a role as chief product officer for KUKA AG’s new software and AI organization in Silicon Valley. Her earlier career includes notable positions at Willow Garage, where she helped drive the development of ROS, the PR2 robot, and the TurtleBot platform.
Overall takeaway
Zebra’s retreat from its AMR initiative reflects a broader industry debate about the pace of robotics adoption in supply chains and the challenge of scaling robotics solutions within enterprise environments. The coming months will reveal whether the division finds a buyer or winds down entirely, and what that means for customers who rely on Zebra’s automation technologies. Do you think a strategic sale is the best path for Zebra, or should the company pivot more aggressively to non-robotics automation tools? Share your perspective below.
