The values shown are Fair Market Values.  Once you click on an item you will be able to see the current bid amount and the next bid step.  Use Max Bid and the system will bit for you up to the Maximum amount you set.  The Max Bid must be at least two bid steps higher than the next bid step to work for you.  

Models

Miss Budweiser 1/25 Scale Model

Cool Collectors Item
Current Bid: $131

Pay N Pak Model with Autographed Button and Card

Cool Collectors Item
Current Bid: $350