AI-Driven Innovation | Artificial intelligence integration offers potential competitive differentiation and premium pricing power in industrial technology solutions market |
Analyst Outlook | Average price target stands at $355, with estimates ranging from $267 to $400, reflecting confidence despite near-term operational headwinds |
Strategic Portfolio | The Elo acquisition expands Zebra's enterprise mobile computing capabilities while refresh cycles present predictable demand catalysts for sustained growth |
Memory Cost Pressures | Zebra Technologies confronts rising memory component inflation threatening profit margins, with analysts sharply reducing earnings estimates for fiscal 2026 |

Metrics to compare | ZBRA | Sector Sector - Average of metrics from a broad group of related Technology sector companies | Relationship RelationshipZBRAPeersSector | |
|---|---|---|---|---|
P/E Ratio | 24.8x | 22.7x | 12.6x | |
PEG Ratio | −1.22 | 0.39 | 0.01 | |
Price / Book | 3.0x | 1.8x | 2.4x | |
Price / LTM Sales | 1.9x | 1.2x | 2.4x | |
Upside (Analyst Target) | 43.0% | 25.0% | 24.0% | |
Fair Value Upside | Unlock | 7.7% | 4.2% | Unlock |
Zebra Technologies Corporation, together with its subsidiaries, operates in the automatic identification and data capture solutions industry worldwide. It operates in two segments, Connected Frontline, and Asset Visibility and Automation. The company designs, manufactures, and sells printers that produce labels, wristbands, tickets, receipts, and plastic cards; dye-sublimination thermal card printers that produce images, which are used for personal identification, access control, and financial transactions; radio frequency identification device (RFID) printers that encode data into passive RFID transponders; accessories and options for printers, including carrying cases, vehicle mounts, and battery chargers; stock and customized thermal labels, receipts, ribbons, plastic cards, and RFID tags for printers; and electronic sensors and temperature-monitoring labels. It also provides various maintenance, technical support, repair, and managed and professional services; fixed readers, RFID enabled mobile computers, and RFID sleds; tags, sensors, exciters, middleware software, and application software; and physical inventory management solutions; rugged and enterprise-grade mobile computing products and accessories, as well as real-time location systems and services. In addition, the company offers barcode scanners and imagers, RFID readers, industrial machine vision cameras, and fixed industrial scanners; point-of-sale solutions, self-serve kiosks, and interactive touchscreen displays; workflow optimization solutions, such as workforce management, workflow execution and task management, and prescriptive analytics, and communications and collaboration solutions; and cloud-based software. The company serves retail and e-commerce, manufacturing, transportation and logistics, healthcare, public sector, and other industries through direct sales force and network of channel partners. The company was founded in 1969 and is headquartered in Lincolnshire, Illinois.