Individual cards are ranked

 A (high), K, Q, J, 10, 9, 8, 7, 6, 5, 4, 3, 2 (low).


 Aces can appear low when part of an A-2-3-4-5 straight or straight flush.
 Individual card ranks are used to compare hands that contain no pairs or other special combinations, or to compare the kickers of otherwise equal hands. 
 

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