For Amazon, i would still use Google's keyword planner since its free. I find the combination of keyword planner + Sonar (free amazon tool) gives me the best results.
For product research, I think it is ultimately something you will have to figure out on your own. I agree its a waste of money to pay Amazon Gurus for a bunch of tips you can find online for free anyways.
For keyword research you can usually get away with using free tools...I use Keyword Planner (from google) & Sonar (free amazon keyword research tool). Combining both usually gives me the best results.
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