The best places to buy pillows are specialist sleep stores. Sure, you could pick up a pillow from the bargain bin at your local home retailer, but it's far less likely to give you the support and breathability you need. With plenty of pillow types spread across so many stores, it can be difficult to know where to start.
You could try shopping for pillows by material: a memory foam pillow would mold to the shape of your head, neck, and shoulders, while a down pillow offers natural loft for a beautiful bedspread, though a down alternative option might be more suitable for vegans and anyone with allergies.
As a former shopping correspondent, now the resident Sleep Editor at Homes & Gardens, I know all the best places to buy bedding. I've spent hours searching these sites and combing through our back catalog of reviews to show you where to find the best pillow at the best price.
Best places to buy pillows 2025 − selected by a Sleep Editor
Below, you'll find a quick synopsis of each store, including their hero products and a rough price range. To save you the trouble of scrolling, I've picked out three of my favorite pillows from each store.
Many of these pillows are tried and tested by one of our expert reviewers. Where we haven't been able to get our hands on a pillow, we've scoured the specifications and read countless customer reviews to make sure we're recommending the best quality pillows. We're looking for comfort, support, thermoregulation, and shape retention.
Best places to buy pillows – The Quick List
- Sleep Number: for multiple shapes to support every sleep position
- Brooklinen: for the widest range of materials, and the best adjustable pillow
- Woolroom: for natural thermoregulation and moisture-wicking
- Saatva: for natural and synthetic foam pillows that mold to your shape
- Cozy Earth: for life's little luxuries, including a silk pillow
- Amazon: for budget options from specialist sleep stores
1. Sleep Number
Pillows are decidedly not one-size-fits-all. Different sleepers appreciate different pillow styles, shapes, and structures for optimal support.
In light of this, Sleep Number produces pillow collections, each containing three distinct pillow shapes: Classic, or rectangular, for back and stomach sleepers; Contour, with a little dip for neck support for side sleepers; and Ultimate, filled with pillow inserts so you can find your own ideal fit and feel.
Sleep Number pillows are reasonably priced, but you can almost always bag a bargain in the bedding sales. It's worth flagging that the price of each pillow varies from shape to shape: Classic is the most affordable, around $75, while Ultimate is a little over $100.
'For a down alternative pillow, the Sleep Number PlushComfort has a lot of natural loft,' says expert tester Alex Frost. 'I found it held its shape admirably over a month of testing and came out of the washing machine looking as good as new.'
If you suffer from night sweats or hot flashes, or you live in a warm climate, you need a cooling pillow. The TrueTemp Pillow is made with moisture-wicking lyocell, so you always feel like you're sleeping on the fresh side of the bed.
'I was struggling to find the right pillow until I bought this one,' reads one recent review. 'I have had it for almost a year and it is still great. I really like that I can change how thick my pillow is. I use two inserts and store the third, though I switch them out occasionally because they do compress a little over time.'
2. Brooklinen
For breadth of choice and depth of discount, Brooklinen is the best place to buy pillows. You'll find everything from light and fluffy down inserts to adjustable down alternative pillows. Brooklinen are the makers of the Marlow Pillow, our reigning champion for the title of 'best pillow'.
Many Brooklinen pillows come in multiple firmness levels to support different sleep positions. I recommend Plush for side sleepers who need a little more give; Firm for back and stomach sleepers who want to keep their spine straight; and Mid-Plush for everybody in between.
There always seems to be a sale on at Brooklinen, but their down alternative pillows are shockingly affordable. The Marlow Pillow retails for just $49 but outperforms pillows more than three times its price.
I first sampled the Brooklinen Down Pillow at the start of last year. As a stomach sleeper, I was skeptical that such as a plush pillow could support my neck and shoulders, but I found I slept beautifully throughout the testing period.
The Marlow Pillow pops up in most of our bedding buying guides as the ultimate adjustable pillow. You don't need to remove and replace pillow inserts or fiberfill: just push and pull two zippers to let air into and out of the pillow.
If you're allergic to feathers, or you prefer to purchase vegan products, you'll get on better with a down alternative pillow. 'Even though this pillow isn't as satisfyingly squishy as down, it works very well for me,' reads one recent review. 'No stiff neck in the morning. which I had with wool pillow.'
3. Woolroom
Woolroom makes some of the best organic bedding, especially for hot sleepers. You wouldn't think it, but wool is an excellent thermoregulator and natural moisture-wicker, up there with the likes of cotton and linen.
According to the Woolroom Clean Sleep Report 2024, wool can hold up to 33% of its weight in water (or sweat), keeping your head and your bed cool and dry.
Woolroom pillows are easily adjustable. All you need to do is unzip the pillowcase and reach inside to remove and replace handfuls of wool until you reach your ideal look and feel. Just make sure to find somewhere to store the surplus fluff so it doesn't end up scattered on your floor.
This is the entry-level offering at Woolroom. The wool isn't organic, but it is hypoallergenic to soothe sensitive sleepers, and naturally thermoregulating to wick away night sweats.
The next level up: the wool is machine-washable for quick and convenient cleaning and totally traceable, down to the specific farm and flock.
This is Woolroom's ultimate offering: filled to the brim with organic wool for springy support and wrapped in organic cotton for cooling comfort.
4. Saatva
Compared to a lot of the other retailers on this list, Saatva is expensive, but that's primarily because they fill their pillows with more luxurious materials. Their natural latex pillows are wrapped in organic cotton for a smooth finish, where their memory foam models are infused with conductive graphite for active cooling.
Many Saatva pillows are available in multiple lofts to suit different sleep positions: Standard Loft for back and stomach sleepers, and High Loft for side sleepers who want to wedge a nice, thick pillow between their head and shoulders.
'The pillows are adjustable with inner portion being removable and contained so there is no mess,' reads one recent review. 'Comfortable for me, with diagnosed arthritis in my neck. I recommend to anyone needing adjustable comfort.'
Memory foam gets a bad rap for heat retention, but this cooling graphite infusion helps to carry excess thermal energy away from your body and out of the bed.
'I've been waking up with a sore neck for a few weeks and needed to buy a new pillow,' reads one recent review. 'Not only did I buy the Saatva Down Alternative Pillow, I bought two pillows from other brands in my quest to find my match. The Down Alternative Pillow is by far the best of the three. It feels super luxurious and has the perfect amount of loft.'
5. Cozy Earth
Cozy Earth pillows are even more expensive than those at Saatva. Again, it's all a matter of materials: you're working with breathable bamboo, premium down alternative, even sumptuous silk, all of which takes more time and energy to produce than cheap synthetic fibers and fills.
Cozy Earth is all about natural breathability: much like wool, bamboo is naturally moisture-wicking, thermoregulating, and antimicrobial to bust the bacteria that breed in hot, sweaty environments, such as beds.
This pillow boasts a 4.8 average star rating from 57 verified reviews. The most common customer complaint concerns the firmness (or lack thereof), but almost everybody agrees this soft, squishy pillow looks good and keeps cool.
This is easily the most expensive item in my linen closet: a sumptuously soft 100% mulberry silk pillow. It's one of those little luxuries that makes a big impact on a bedspread.
'Exactly what I was looking for,' reads one recent review. I am a stomach sleeper, but I was advised to sleep on my side due to my back issues. This pillow actually makes that possible: I finally feel comfortable.'
6. Amazon
Amazon is one of the best places to buy pillows on a budget. A quick search for 'pillows yields tens of thousands of results from big-name brands and smaller specialist sleep stores. With so many options, it's easy to feel spoiled for choice.
When you're shopping at Amazon, it pays to be selective. I suggest you make full use of the search filters to find your ideal fill, firmness, shapes, and sizes.
Make sure to read the customer reviews to get a good indication of what it's really like to sleep on each pillow. Try not to be taken in by the first few five-star reviews, but equally, don't be put off by the odd more mixed review.
This is the number-one best-selling bed pillow on Amazon, with more than 160,000 verified five-star reviews. Filled with down alternative, it's safe for vegans and sensitive sleepers.
'As a stomach sleeper, I am very particular about pillow density, support, suppleness, and breathability,' reads one recent review. 'I took a chance on this pillow and I'm so glad I did: the material is soft and sleek, not cheap or starchy, and it feels great against my cheek.'
This pillow is thick and heavy, filled with dense foam, but it's undeniably comfortable: designed to mold to the shape of your head and shoulders for neck support.
FAQs
What is a good price for a pillow?
The exact figure depends on the pillow type. I'd say $50 is a good price for a pillow made from down alternative.
Down is often more expensive: I'd expect to pay somewhere around $100 for real down, authenticated by an independent body, such as DOWNMARK or the RDS.
Latex, especially natural latex, is the most expensive pillow material: I'd expect to spend something like $150 for a natural latex pillow.
How should I choose a pillow?
A pillow is an important purchase, and one you want to get right first time. Here are the most important things to bear in mind:
- Define your sleep style: if you've read any of my pillow buying guides, you'll know I talk a lot about sleep positions. Whether you lie on your front, back, or side informs which pillow type is best for you. As a general rule, side sleepers prefer thicker, squishier pillows to wedge between their head and shoulders to support their neck, while back and stomach sleepers prefer thinner, flatter pillows to save their neck from straining.
- Consider your sleep temperature: whether you run hot or cold informs which pillow material is best for you. Hot sleepers need the best cooling pillows, filled with natural materials, such as wool and latex. Synthetic materials, including polyester and microfiber, which make up many down alternatives, tend to trap heat.
If you're working with a tighter budget, then I suggest you narrow the search to the best places to buy affordable bedding. Don't settle for second-rate stuff: you can get good pillows at great prices at Walmart, Macy's, and more.
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