While Turtle Wax and Amour All are just fine, I don't personally think that they are the best. Armour All gels have the tendency to not dry completely and it will actually sling down the side of your car after you wash it.
I use Ammo NYC Mud. It is phenomenal and it makes the tire look VERY clean and just has a LITTLE bit of shine. I wouldn't even call it shine, but it makes the tire look SUPER black. This tire dressing is the best I have ever used and I will never buy another type after using this. It also dries quickly so it will not sling down the side of your car which is a bonus haha
Just wanted to report decent results from Lucas, after a year my tires were starting to brown out a bit, applied Lucas a couple times and they are back in black. Doesn't really leave any gloss when dry, probably not the best stuff but it's cheap and available at Walmart.
Good cheap alternative thats overlooked is Duragloss. I use Carpro PERL as it can be diluted and for me, it gives me the appearance of a satin finish with 2 coats using the specified dilution. But another finding of mine, is that the level of "shine" would vary among different tire manufacturers. While using say for example, your favorite tire dressing would give a tire a matte to satin finish might give another tire that glossy or wet look.