Amazon PPC glossary
Suggested bid / bid range
The suggested bid is Amazon’s recommended bid and the range of bids other advertisers are using for a keyword. It is a starting point. Your own break-even ACOS and conversion rate decide what you can actually afford.
Example
Amazon suggests $1.20 for a keyword. At your price and conversion rate, you can only afford about $0.70 per click and still make a profit, so you start lower than the suggestion.