This is a dollar amount suggested by Amazon for a keyword in order to win the ad auction based on the number of competitors and their bids. You can either bid more than, equal to, or less than what Amazon suggests. If Amazon suggests 50 cents and you bid $1 you won’t necessarily be charged $1 if someone clicks on an ad you’ve won. You could be charged 45 cents. The suggested bid helps sellers get into a range of max exposure, especially if your ad is relevant.