The best stuff is... the thermal paste that is applied properly.
Okay, the "best" stuff is probably those expensive liquid metal or diamond ones. However, besides the cost, some of those are difficult to apply and have other caveats.
Seriously though, except for a couple of exotic ones out there, most thermal compounds are within a couple degrees of each other. For mere mortals, just buy one that is in your price range and is in stock. Then, make sure to apply just enough for a really thin layer. You want proper contact, but don't want excess. It isn't rocket science.
If you are in the habit of going through a lot of the stuff, then I would suggest something cheaper and in a large syringe. I personally use Alumina (by Arctic Silver) in a
honking big syringe for under $10 shipped. It will last... dunno, many, many, many dozens of heatsink installs. Besides being cheap and plentiful, I also like how easy it is to spread and how easy it is to clean up. Is it the "best" on the market? No. However, it is "good enough" for me due to those properties beyond pure performance.