AMRO BALTIC
AMRO BALTIC is a Latvian value-added reseller of retail, cash processing, labeling, and security equipment from brands like Zebra and Honeywell, also offering proprietary solutions such as the ZALAPAY digital cash register and Q-BLOOM queue management system to enterprise and SMB customers primarily in Latvia.
- Company typePrivate
- Founded2013
- HeadquartersRiga, Latvia
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What AMRO BALTIC does
AMRO BALTIC, SIA is a Latvian value-added reseller founded in 2013, headquartered in Riga at Lāčplēša iela 87i, that distributes, integrates, and supports professional-grade retail, cash processing, labeling, and security equipment. The company is an authorized distributor for major international brands including Zebra, Honeywell, TSC, GODEX, OPTICON, EPSON, Datalogic, Newland, and HID Global, and operates a catalog of over 1,600 products spanning cash registers, POS systems, label printers, barcode scanners, electronic scales, cash counters/detectors, currency detectors, self-service kiosks, safes, turnstiles, AJAX alarm systems, card printers, thermal printers, and consumables such as receipt tapes and labels. Pricing ranges from low-cost consumables (cash register tapes starting at approximately €0.22) to quote-based industrial equipment, with multi-year leasing arrangements available through partners BEST LĪZINGS and GRENKE.
Beyond hardware resale, AMRO BALTIC develops and sells three proprietary software-enabled systems: the ZALAPAY digital cash register (combining cash and card transactions on a single device, launched 2023 in compliance with new Latvian Cabinet of Ministers regulations), the SensGuard temperature monitoring and control system (used for freezer/refrigeration environments), and the Q-BLOOM computerized queue management system (deployed at Riga Airport). The company is ISO 9001 certified and holds EU/Latvia co-financing agreements through LIAA for international competitiveness (2023) and CRM digitalization (2024). The business model combines direct e-commerce sales (www.amro.lv, with multi-language support in Latvian, English, and Russian), a showroom at the Riga headquarters, pre-sales consultations, and indirect channels including e-commerce reseller partners and system integrator partners serving warehouse and resource management implementations. Revenue streams include equipment and hardware sales, professional service and maintenance, and managed leasing arrangements. Named enterprise customers include LMT (75 hybrid cash registers deployed across all Latvia retail locations), DPD (warehouse barcode scanning), Riga Airport (queue management), University of Latvia (temperature monitoring), and AS Sadales tīkls (industrial label printing).
AMRO BALTIC firmographics
Firmographics- Name
- AMRO BALTIC
- Legal name
- AMRO BALTIC, SIA
- Website
- https://amro.lv
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AMRO BALTIC is a Latvian value-added reseller of retail, cash processing, labeling, and security equipment from brands like Zebra and Honeywell, also offering proprietary solutions such as the ZALAPAY digital cash register and Q-BLOOM queue management system to enterprise and SMB customers primarily in Latvia.
- Ownership category
- akta.pro rank
Where AMRO BALTIC is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices1 record
Markets served
AMRO BALTIC business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Equipment and Hardware Sales: Sale of cash registers, POS systems, label printers, barcode scanners, electronic scales, cash processing equipment (counters, detectors, sorters), security equipment (safes, turnstiles, security seals), and related accessories and consumables.
- Service and Maintenance: Technical support, maintenance, and repair services for installed equipment. Service hotline: +371 255 06 222 for maintenance assistance.
- Leasing Services: Leasing arrangements through partners BEST LĪZINGS and GRENKE, enabling customers to acquire equipment through installment payments for both small purchases and large-scale projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level consumables and accessories |
| Unit Pricing | Pay-as-you-go | Professional-grade label printers and scanners |
| Unit Pricing | Multi-year contract | Cash registers and POS systems |
| Other | Multi-year contract | Leasing options for enterprise customers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
AMRO BALTIC product offering
Product offeringCore offering
AMRO BALTIC is a value-added reseller and integrator of professional-grade retail, cash processing, labeling, and security equipment in Latvia. The company distributes products from major brands (Zebra, Honeywell, TSC, GODEX, OPTICON, EPSON, Datalogic, Newland, HID) and integrates them with its own proprietary software solutions for queue management, temperature monitoring, and digital cash registers. It also provides technical support, maintenance, and leasing arrangements to enable customer acquisitions.
Product overview
AMRO BALTIC is a Latvian technology solutions provider offering a comprehensive portfolio of retail technology, cash processing, labeling, customer service, and security equipment. The product range centers on point-of-sale systems (ZALAPAY digital cash registers, CHD 3050 UH hybrid registers), cash handling equipment (counters, detectors, recyclers), label printers and marking systems (Zebra, GODEX, TSC brands), barcode scanning solutions, queue management systems (Q-BLOOM), and security systems (AJAX). The company also provides project implementations including warehouse automation, temperature monitoring, and customer flow analysis. Products are available through e-commerce, with leasing options via BEST LĪZINGS and GRENKE partners.
Differentiator
Problem solved
Functional benefit
Products and services
- ZALAPAY Digital Cash Register Digital cash register combining cash and card transaction capabilities on a single intelligent device, compliant with Latvian Cabinet of Ministers regulations; targeted at retail businesses needing modern POS solutions.
- Cash Registers and Cash Systems POS systems and cash register devices for retail point-of-sale operations, including traditional and hybrid cash registers for small to medium-sized retail locations.
- Self-Service Checkouts Self-service checkout systems for retail environments enabling customer self-scanning and payment.
- Price Tag Printers Printers for producing price tags and labels for retail pricing and product identification.
- Electronic Scales Electronic weighing devices for retail environments, particularly for produce and weighted goods.
- Cash Register Tapes Thermal, offset, and double-layer paper tapes for cash register receipts, available in various widths and sizes; starting from approximately €0.22 per unit.
- Currency Detectors Devices for verifying currency authenticity and detecting counterfeit banknotes, used by banks, exchange offices, and retail businesses.
- Banknote Counters Automatic counting machines for banknotes and paper currency.
- Coin Counters Counting and sorting equipment for coins and small denomination currency.
- Self-Service Cash Equipment Automated self-service equipment for cash handling including deposit and recycling systems.
- Label Printers Thermal and thermal-transfer printers for producing labels, including desktop, industrial, and mobile models from Zebra, GODEX, TSC, and other brands.
- Label Processing Machines Equipment for label cutting, dispensing, and processing including cutters, peelers, and applicators.
- Labels and Supplies Blank and pre-printed labels for marking, pricing, and identification in various materials including freezer-safe options.
- Barcode Scanners Handheld, ring-type, fixed-mount, and wireless barcode scanners for 1D and 2D code reading from Zebra, Datalogic, Honeywell, OPTICON, and Newland brands.
- Marking Equipment Label guns and markup equipment for applying price labels and product markings.
- Queue Management Systems Digital queue management solutions including the Q-BLOOM system for organizing customer flow, wait times, and customer flow analytics.
- Self-Service Kiosk Solutions Kiosk and self-service terminal solutions for various customer-facing applications.
- People Flow Counters Infrared and USB-based visitor counting systems for analyzing customer traffic.
- Customer Loyalty System Software systems for managing customer loyalty programs, rewards, and service quality measurement.
- Security Seals Plastic and metal security seals for containers, vehicles, and equipment including roto seals and cable seals.
- Temperature Controllers (SensGuard) Temperature monitoring and control systems like SensGuard for freezer storage and environmental monitoring.
- Safes Security safes for cash and valuables storage in commercial environments.
- Turnstiles Access control turnstiles for managing pedestrian entry and exit.
- AJAX Security Systems Wireless security and alarm systems for premises protection including sensors and control panels.
- Card Printers Plastic card printers including direct-to-card and retransfer models from Zebra, plus cards, ribbons, and accessories.
- Office Equipment Business equipment including paper shredders, laminators, and cutters for office use.
- Thermal Printers Receipt and document thermal printers including Star TSP series models.
- Technical Support and Maintenance Services Technical support, maintenance, and repair services for installed equipment with a dedicated service hotline (+371 255 06 222).
Quantifiable outcome
- Successfully deployed 75 hybrid cash registers to all LMT retail locations
- +2 more outcomes
Companies that use AMRO BALTIC
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
AMRO BALTIC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AMRO BALTIC partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- DPDminorAMRO helped automate DPD warehouse operations with OPTICON RS-2006 wireless ring-type barcode scanners. The scanners provide fast, lightweight, Bluetooth-enabled scanning compatible with iOS, Windows, and Android devices for logistics and warehouse management.
- Riga AirportminorAMRO implemented the Q-BLOOM queue management system at Riga Airport, providing pleasant customer service environment and statistical data storage for customer flow management.
- University of LatviaminorAMRO installed SensGuard temperature control system for monitoring deep freezer temperature fluctuations and thermal control in university facilities.
- LMTcoreSuccessfully delivered 75 hybrid CHD 3050 UH cash registers to all LMT retail locations across Latvia, compliant with Cabinet of Ministers regulations.
- AS Sadales tīklsminorAS Sadales tīkls selected GODEX G500 label printers for printing various labels for aggressive environments, featuring 5-year warranty and GO LABEL user-friendly printing program.
- Zebra TechnologiescoreMajor brand partnership. AMRO sells comprehensive range of Zebra products including label printers (ZT, ZD, ZQ series), barcode scanners (DS, LS, RS series), card printers (ZXP series), and accessories.
- HoneywellcoreAuthorized distributor of Honeywell barcode scanners, mobile computers, and related scanning equipment for industrial and retail applications.
- TSC Auto ID TechnologycoreAuthorized distributor of TSC label printers including desktop (GX, ZD series), industrial (MX, MH, TTP series), portable (Alpha, TDM series), and textile label printers.
- GODEXcoreAuthorized distributor of GODEX label printers. GODEX products include 5-year warranty and GO LABEL user-friendly label printing software.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
AMRO BALTIC competitors and assessment
Company assessmentBroad incumbents
- Diebold Nixdorf: Global manufacturer and integrator of POS systems, cash registers, self-service checkout, and cash-handling equipment for retail and banking. Comparable because AMRO BALTIC resells and integrates similar product categories (POS, cash processing, self-service) for retail and financial customers, although Diebold Nixdorf operates as the OEM rather than a regional VAR.
- Verifone: Global manufacturer of payment terminals and integrated POS solutions for retail and financial services. Comparable to AMRO BALTIC's payment/cash register category, although Verifone focuses on payment acceptance hardware while AMRO's portfolio spans broader retail and labeling equipment.
- Zebra Technologies: Global manufacturer of barcode label printers, scanners, mobile computers, and card printers — AMRO BALTIC is an authorized distributor for Zebra products. Comparable because Zebra's product lines (ZT/ZD label printers, DS/RS scanners, ZXP card printers) form a core portion of AMRO's catalog across retail, logistics, and warehousing customers.
- NCR Corporation: Major global provider of POS hardware and software for retail, hospitality, and financial services, including self-checkout and cash-handling systems. Comparable to AMRO BALTIC's enterprise retail/cash processing solutions business, but at vastly larger scale and as the original equipment manufacturer rather than a regional reseller.
- Casio Computer Co. Global manufacturer of cash registers, POS terminals, and retail technology products under its Casio and Sharp-brand lines. Comparable to AMRO BALTIC's cash register and POS business, though Casio is the OEM serving global markets including Europe while AMRO operates as a regional reseller.
- TSC Auto ID Technology: Manufacturer of thermal label printers (desktop, industrial, mobile, textile) distributed globally through resellers. AMRO BALTIC is an authorized TSC distributor; the companies are comparable through AMRO's reseller role across the same retail, logistics, and manufacturing end markets that TSC's products serve.
- GODEX: Manufacturer of industrial and desktop label/barcode printers sold globally through distribution partners. Comparable to AMRO BALTIC because GODEX label printers are a core distributed brand in AMRO's catalog, serving retail, warehousing, and manufacturing customers across the Baltic region.
Emerging players
- Square (Block, Inc.): Cloud-based POS and payments platform serving SMBs globally with integrated hardware readers and software. Comparable to AMRO BALTIC's retail/SMB customer base and POS offering, though Square's cloud-native software-plus-hardware model competes with traditional VAR-distributed cash register solutions.
- SumUp: European-headquartered SMB payments and POS platform offering integrated card readers, point-of-sale software, and cash register functionality. Comparable to AMRO BALTIC's retail SMB focus, but SumUp bundles hardware, software, and payments as a cloud-native solution competing against traditional hardware VARs like AMRO.
Direct peers
- Datecs: Bulgarian manufacturer of fiscal cash registers, POS terminals, and barcode scanners widely distributed across Central and Eastern Europe. Comparable to AMRO BALTIC in product range (fiscal cash registers, POS, scanners) and geographic focus (Eastern Europe), though Datecs is an OEM while AMRO is a regional VAR/distributor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
AMRO BALTIC social profiles
Digital presenceAMRO BALTIC compliance and trust
Trust signalCompliance1 record
AMRO BALTIC financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMRO BALTIC leadership team
Management profileNumber of profiles
Profiles9 records
AMRO BALTIC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMRO BALTIC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMRO BALTIC
What does AMRO BALTIC do?
AMRO BALTIC is a value-added reseller and integrator of professional-grade retail, cash processing, labeling, and security equipment in Latvia. The company distributes products from major brands (Zebra, Honeywell, TSC, GODEX, OPTICON, EPSON, Datalogic, Newland, HID) and integrates them with its own proprietary software solutions for queue management, temperature monitoring, and digital cash registers. It also provides technical support, maintenance, and leasing arrangements to enable customer acquisitions.
Is AMRO BALTIC a public or private company?
AMRO BALTIC is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AMRO BALTIC founded?
AMRO BALTIC was founded in 2013. It employs 1 to 10 people.
Where is AMRO BALTIC based?
AMRO BALTIC is headquartered in Riga, Latvia, in the Europe region.
How does AMRO BALTIC make money?
Three revenue lines are on record. Equipment and Hardware Sales are the primary driver. The others are service and Maintenance and leasing Services.
Who are AMRO BALTIC's main competitors?
Broad incumbents on record are Diebold Nixdorf, Verifone, Zebra Technologies, NCR Corporation, Casio Computer Co., TSC Auto ID Technology and GODEX. Emerging players are Square (Block, Inc.) and SumUp. Datecs is listed as a direct peer.
Does AMRO BALTIC have an API?
No public API is recorded for AMRO BALTIC.