Buying a new car...fair price to pay in relation to invoice?

1) is the free info online about dealer invoice prices pretty reliable? I got a consumer reports magazine a few months back that offered to tell you exactly what they paid and what you should pay for about $5 charge?

2) From the research I've done some of the cars are having an invoice of about $14,000 - $15,000. Considering the dealer is paying even less than that do the negotiations usually go up or down from this invoice price and by how much?

3) Are there some good websites you can recommend to find the invoice prices?

4) Any extra tips you have for me would be great...not the first time buying a car but first time buying new...how about all the stuff they try to sell you after like the warranty etc?
 
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