Depends on what you need it for:
- One or several types of firearms (handguns / rifles / shotguns)?
- One or more calibers?
- Cleaning at home, in the wilderness, at the range, or all of the above?
These are the questions I had to answer myself when standing at that aisle in Bass Pro and being torn apart by indecision

They do usually carry several small OTIS kits, and usually a
larger Remington that has implements for all the 3 types of firearms and the variety of calibers/gauges; comes with a small bottle of solvent and another of lubricant too.
I ended up buying one of those one-size-fits all kits. It's... OK. Tolerable. If you need to start with something, that'd be not a bad entry level kit, IMO.
But I also accumulated some extra bits and odds, such as bore snakes (which they carry too).
Bottom line: it all depends on your needs.