Are paid tools actually useful for PPC keyword research?

I’ve been selling on Amazon for a bit and running my own PPC campaigns. I’ve used (H)10 in the past for keyword research, but honestly, most of the keywords it gives me feel super obvious and not helpful, but I could have been using it wrong (found KW’s using (H)10’s Magnet IQ score, and tried to find the one’s that were relevant, and high demand and low competition).

I mainly sell supplements, and I get some keyword data from my own auto campaign but my daily budget is low, so I don’t get much. Also, long tail KWs are especially hard to find and I haven’t had any luck with that.

So I’m wondering, for PPC keyword research specifically, is (H)10 or other companies actually worth paying for, or are they mostly pre-launch research or other things? Can you recommend a company? Thanks!