Which technologies do you consult on?

All of the major location, identification and IoT technologies: RTLS (UWB, BLE, Wi-Fi), RFID (passive, active and RAIN UHF), industrial IoT and sensors, GPS and GNSS, AGV and AMR robot fleets, and hybrid stacks that combine them. We recommend the right mix for each zone and use case, not a single technology.

Are you really vendor-neutral?

Yes. We do not sell hardware or a software platform of our own, and we take no resale commissions, so our technology and vendor recommendations serve your outcome rather than a product we need to move.

Do you work outside the UK?

We are UK-based and work across Europe and internationally, delivering in English, German and French. Engagements can be remote or on-site depending on the work.

What does a consulting engagement include?

Typically discovery and requirements, vendor-neutral technology selection, vendor evaluation and RFP support, ROI and business case, solution architecture, and an implementation roadmap. We scope each engagement to where you are.

Can you help after the decision is made?

Yes. We work across the full lifecycle - we can also deploy, integrate, and operate the system, so you can keep one independent team from business case through to live operation.

How do we get started?

Usually with a short call or a fixed-fee discovery to scope the problem, followed by a proposal with clear deliverables, timeline and fees. There is no obligation and no platform pitch.

VENDOR PROFILE · WAREHOUSE AMR

Fetch Robotics — independent vendor assessment.

Fetch Robotics was acquired by Zebra Technologies in 2021 and is now part of Zebra's mobile-automation portfolio. This is TRACIO's vendor-neutral assessment — where Fetch fits within Zebra's broader proposition and where dedicated specialists compete.

Book a 30-minute scoping call

Who they are

Fetch Robotics was founded 2014 in San Jose and acquired by Zebra Technologies (NASDAQ: ZBRA) in 2021.

The AMR portfolio covers Roller Top (case handling), Freight (pallet handling), HMIShelf (pick-assist), and the FetchCore cloud platform for fleet orchestration. Now integrated with Zebra's broader RFID + mobile-computing + WMS-execution proposition.

Where they're strongest

Cloud-managed AMR fleets — FetchCore is one of the more mature cloud platforms for AMR orchestration.

Strong fit for enterprises already standardised on Zebra (RFID readers, mobile computers, printers) wanting AMR from the same supplier. Pick-assist HMI shelves are credible in apparel and e-commerce fulfillment. Solid 3PL references.

Where they're not the right answer

Post-acquisition, the Fetch brand has become less visible than at peak independence; some customers report uneven product roadmap clarity.

For pure pick-assist productivity at scale, Locus Robotics has deeper deployment-base. For goods-to-person at very high density, Geek+ dominates. For heavy industrial material handling, OTTO Motors fits better.

How they compare

Versus Locus Robotics: similar pick-assist category; Locus has stronger 3PL channel and deployment count, Fetch has Zebra ecosystem integration.

Versus Geek+: different categories — Fetch is mostly pick-assist and case handling, Geek+ is goods-to-person and high-density warehouse. Versus OTTO: Fetch is e-comm focused, OTTO is industrial.

FAQ

Frequently asked questions

Is Fetch still actively developed under Zebra?

Yes, integrated into Zebra's broader automation portfolio. Roadmap visibility varies; verify directly with Zebra at vendor scrutiny.

Does FetchCore orchestrate non-Fetch AMRs?

Limited multi-vendor support via VDA 5050. For genuinely multi-vendor fleets, a vendor-neutral orchestration layer is the better answer — see /solutions/fleet-orchestration.

Should we shortlist Fetch or Locus for pick-assist?

Both credible. Locus has more 3PL references; Fetch wins where Zebra ecosystem integration matters. We score against your specific requirements.

Does Fetch integrate with Zebra MotionWorks?

Yes — Fetch fleet-management data flows into MotionWorks for cross-portfolio analytics alongside RFID, mobile computing and other Zebra-tracked assets.

Last updated: 26 May 2026