Shirofune unlocks predicted LTV & new customer metrics for Amazon Ads

Shirofune has introduced new features to its advertising automation tool for Amazon Ads through integration with Amazon Marketing Cloud (AMC), enabling advertisers to optimise campaigns based on predicted Lifetime Value (LTV).

The integration allows Shirofune users to access key advertising metrics not previously available in the standard Amazon Ads interface, including New Customer Acquisition Cost, New Customer ROAS, and predicted LTV. The enhanced analytics and automation capabilities are designed to give advertisers a more strategic approach to their Amazon advertising activities by focusing on long-term value creation rather than only immediate returns.

AMC integration

Shirofune's integration with AMC means advertisers can shift from optimising solely for short-term Return On Advertising Spend (ROAS) to considering important figures such as the cost to acquire new customers and the projected value those customers will generate over time. Standard Amazon Ads interfaces display a general short-term ROAS metric encompassing both new and returning customers, but not the more detailed breakdowns now available on the Shirofune platform.

This integration with Amazon Marketing Cloud represents a major step forward in our mission to make ad automation not just easier, but smarter. By unlocking predictive metrics like Lifetime Value and New Customer ROAS, we're helping advertisers move beyond short-term performance and optimise for real business growth," says Mitsunaga Kikuchi, founder and CEO of Shirofune. "We built this integration to make advanced advertising analytics accessible to everyone—not just data scientists. With no complex setup, any advertiser can now take advantage of LTV-based automation with just a few clicks.

Bidding automation

Previously, Shirofune's automation worked with Amazon Ads' general ROAS, including data from both new and existing customers in its calculations. With the AMC integration, the tool can now automate bid optimisation by taking into account New Customer Acquisition Cost, New Customer ROAS, and predicted LTV. This approach is intended to help advertisers maximise the longer-term value and revenue potential from advertising campaigns, rather than only short-term sales.

AMC's audience-building features are utilised by Shirofune to automatically adjust bid weights towards new customer acquisition. According to Shirofune, the system leverages historic data to calculate predicted values at the point of integration, enabling advertisers to launch LTV-based optimisation immediately, without needing to wait for new campaign data to accumulate.

Key metrics and reporting

Amazon Ads' default user interface does not display the individual metrics now made available in Shirofune—such as New Customer Acquisition Cost, New Customer ROAS, and LTV. Through the AMC integration, advertisers have access to these data points within the Shirofune dashboard and reporting tools, giving them enhanced insight into which aspects of their campaigns are contributing most to long-term profitability and facilitating more informed decision-making for advertising spend allocation.

User experience and costs

Shirofune states that no technical knowledge or complex setup is required for users to benefit from the new functionality. The platform automatically retrieves and aligns data from AMC as soon as integration begins, making the process accessible to those without data science backgrounds.

There are no additional charges from Shirofune for using the AMC integration, though users must separately arrange for paid access to AMC data tables via Amazon.

Shirofune, established in 2014, reports that over 10,000 accounts have used its platform to automate digital ad campaigns, overseeing some 300,000 active campaigns, and has previously been selected as the only Yahoo! Ads API-certified partner tool in Japan. The enhanced Amazon Ads integration is expected to support advertisers seeking to optimise campaigns towards metrics focused on customer growth and longer-term revenue outcomes.