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Reading up on Domino’s shopping guides is like having your own personal product concierge. We do the tedious part—deep-dive research, hands-on testing, and tapping experts for advice—so all you have to do is hit “add to cart.” That’s why we call them Simply the Best.

When you end the day snuggling into your favorite set of cozy sheets, we’re willing to bet that the last thing you want to do is start a boxing match with a lumpy, misshapen pillow. Struggling to get comfortable is a big red flag when it comes to pillow quality and, really, when is the last time you actually replaced yours? According to experts, this bedroom essential should be switched out every 12 to 18 months (and definitely after two years), depending on the fill material. That’s because an old pillow is likely the main obstacle between you and a solid night’s rest, especially if you’ve already invested in a new mattress. 

But finding the right fill presents a challenge. Do you prefer a marshmallowy bounce, a feather softness, or firmer foam support, for instance? These are important questions to ask, especially when the right answer could mean the difference between waking up refreshed or with unwelcome aches and pains. To help, we put together a running list of the best places to buy pillows—recommended retailers that Domino editors love to frequent (from the comfort of their homes and laptops, of course)—so all you have to do is order, unpack, and promptly fall asleep come nightfall.

Our Favorites

If You Like Cloudlike Comfort: Brooklinen Down and Down-Alternative Pillows

Free trial: 365 nights | Free shipping: Yes | Cost range: $59–$109

What we like:

  • Down is ethically sourced from Hutterite Farms in Canada
  • Durable, double-stitched edges   
  • 1-year warranty 
  • Save 10 percent for a pair or 15 percent for 3

Worth noting:

  • Spot-clean only

Why we chose it: When all you want is the superplush option, but without sacrificing support. 

Rest your head on a cluster of Brooklinen’s down pillows and you’ll feel like you’re sleeping on a cloud. They’re some of the softest, most luxurious options we’ve tried, without costing much more than $100 apiece. If you’re looking for something more budget-friendly (and vegan!), there’s always the down-alternative option; the fill is made with recycled plastic bottles. While you can pick between a few firmness options (the mid-plush and firm offer a dual-core build), we love that the plush is all down clusters, no feathers; ideal for stomach sleepers who don’t need the support of a loftier headrest. Each is wrapped in Brooklinen’s silky cotton-sateen shell to really drive home that overall feeling of smooth comfort. But don’t fret if you prefer a firmer base: The company also launched a new line, Marlow, that’s a memory foam–and–polyester fill hybrid, and the firmness can be adjusted with a zipper. 

If You Need Extra Support: Casper Foam and Hybrid Pillows

Free trial: 30 nights | Free shipping: Yes | Cost range: $89–$99

What we like:

  • Holds it shape 
  • Save by buying a set 
  • Reviewers rave about great customer service  
  • Easy returns

Worth noting:

  • Hybrid doesn’t feature cooling properties  

Why we chose it: If you want marshmallowy support, you’ll love Casper’s balance of fluff and bounce. 

So maybe you like to sink into the softness of a pillow, but as, say, a side sleeper, you know you need something with a bit more heft to keep your neck happy. Casper’s foam or fiber hybrid option just might be for you. With the latter, you get to choose between a high or low loft to match up with your preferred sleep position: a greater height for those resting on their side, and a lower one for those who lie flat on their back or stomach. By surrounding the fill with foam, you’ll never have to worry about this pillow losing shape, and going with the full-on foam option basically guarantees it. With the former, consider paying a bit extra for the perforated version, which is ideal for hot sleepers, since foam has a tendency to trap heat. Both offer a medium to firm feel, so if extra-firm is what you’re after, check out our list of the best firm pillows—might we direct you to the buckwheat pick?

If You Sleep Hot: Buffy Original and Latex Pillows 

Free trial: 7 nights | Free shipping: Yes | Cost range: $55–$99

What we like:

  • All orders are shipped on the next business day
  • 100 percent Global Recycle Standard (GRS)certified    
  • Fibers harvested from sustainably managed forests
  • Plush interiors are wrapped up in a 300-single-ply cooling shell 

Worth noting:

  • Natural latex kings are sold out  


Why we chose it: Sweaty sleep doesn’t stop at the sheets—these pillows wrapped in Lyocell can help keep you cool, too. 

Buffy’s eucalyptus sheets are one of our favorites for staying cool through sweltering summer nights. This same fiber can be found in the exterior of the brand’s original pillow, and its brand-new latex (93 percent au naturel) version, sustainably harvested from rubber trees, features an open-cell structure that’s leaps and bounds more breathable than foam. Pair these with the eucalyptus pillowcases, and your sleeping experience may feel pretty close to a refreshing dip in a pool. But they don’t earn points just for superior temperature regulation. The Cloud pillow is suited for every sleep position and comes with soft, medium, or firm fill—and you can buy in sets to save money, perfect if you love to layer them on your bed. The foam is scentless (and hypoallergenic!) and recycles anywhere from 24 to 30 plastic bottles in the process.

If You Love a Good Deal: Target Pillows 

Free trial: N/A | Free shipping: Yes | Cost range: $4–$350

What we like:

  • Great range of options, from fill to size 
  • Our favorites won’t cost you more than $10

Worth noting:

  • You’ll have to sacrifice taking them for a trial run

Why we chose it: Yes, you really can snag a quality, supportive pillow for less than $10. 

At Target, there’s a plethora of options—including a plush, well-filled hypoallergenic pillow for only $4. But we would encourage you to explore its hundreds of products, as the major retailer sells down, feather, and memory foam. Narrow the search by fill density, as well as size, of course, to bring you to your perfect match. Although we’ve already tried and given our seal of approval to the in-house Made by Design medium-density foam pillow (around $10), there are also a few brands available, including Coop Home Goods, that Domino editors love for all things bedding. That’s why this major retailer is one of the best places to buy pillows.

If You Tend to Travel: Pillow Cube

Free trial: N/A | Free shipping: Yes | Cost range: $69–$129

What we like:

  • Nano-carbon core 
  • Kid sizes available
  • Small enough to tow in arm or stuff in a duffel 
  • Handy quiz to figure out which size is best for you

Worth noting:

  • Smaller than your standard pillow 

Why we chose it: Ever been served a Pillow Cube Instagram ad before? Influencer Alyssa Coscarelli has told us it’s more than worth it. 

This structured square isn’t the typical shape you might be used to seeing atop a bed, but it’s perfect for bringing along on your travels. If you’ve ever fallen asleep en route, we’d bet nine times out of 10 you wake up with a creaky neck. This is where the Pillow Cube comes in—it keeps your head at a 90-degree angle, no matter what awkward space you manage to squeeze it in. Just make sure to choose the right size for you (standard if you’re under 6 feet 3, and thick if you’re taller). If you can get over the structured silhouette—Coscarelli has also revealed its boxiness doesn’t hinder being able to squish it down into a duffel for easy carrying on the go—you might not ever leave the house without it again. 

We Also Like

  • If you don’t know where to start, you can always turn to Amazon—it carries nearly every brand on this list, and then some, including the Beckham Hotel collection
  • A bit pricey, Coyuchi offers everything from a down feather pillow to shredded latex, and you can rest assured that no matter what you go with (even the organic latex body pillow), it’s conscious of you and the planet. 
  • If you’re overwhelmed by choice, Tuft & Needle keeps things simple: foam or fill?

How We Chose These Products

What’s the best pillow? This is tricky to answer, as pillows are some of the ultimate personal purchases. While one person may be totally content with a flat, barely there feel, someone else may prefer a heaping pile of down pillows. Choosing the right one can be an expensive and time-consuming task, and there’s really no shortcut to finding your perfect match—which is why sleep trials are our favorites—so we included a range of options at a variety of price points for every type of sleeper to put together the best places to buy pillows. 

At Domino, we strive to prioritize brands with eco-conscious attributes, but when it comes to affordability and durability, it can be difficult to avoid synthetic fibers, which is why a few polyester-filled pillows can be found on this list. Still, that’s why we make sure to conduct hands-on testing when possible, tap industry experts for their input, dig into brand stats, and conduct independent research to help you find the very best bedding setup, whether it’s pillows, sheets, or mattresses.

Our Shopping Checklist

Firmness and Fill 

How soft or firm a pillow feels has a lot to do with the materials it’s made from, and the main types can be divided into two categories: filled and foam. The most popular fill pillow is down—the undercoat of feathers—which gives a stereotypical pillow its coveted fluffiness. Down alternatives offer an animal-free fill typically made from polyester, or a combination of other natural fibers such as cotton, that are just as soft as down. But the fill doesn’t always have to be feather-like; these days the inside of a pillow can be stuffed with shredded foam or latex, cotton, buckwheat hulls, and more. Otherwise, you’re picking a pillow insert made from one full material, such as memory foam or latex. 

And it’s the pillow’s interior that has a direct impact on how firm it feels, or if it’s filled with a thick or thin level of fluff. For instance, you may assume a down pillow can only be plush. But if it’s tightly packed, there’s less room for the pillow to be compressed beneath the weight of your head. Foam and latex often have a springier feel, making it the material of choice for most firm pillow lovers, since it’s less likely to lose its shape. 

Trial Periods

There’s nothing worse than finally committing to a pillow after agonizing over the decision only to discover a few weeks later that you’re still not getting that restful night of sleep. For a lot of people, pillows are a make-or-break situation, and the slightest tuft of fluff out of place can have you tossing and turning till sunrise. It’s rare, but possible, to find sleep trials for pillows. Brooklinen, for one, offers a whopping 365 nights risk free. Other brands, for example, are less extreme: Buffy gives you up to a week to decide; Casper a whole month; and Tuft & Needle 100 nights. Trials and free returns are great indicators as to whether a company is confident in its product. 

If you decide to try something other than down, pillows backed by a warranty can also indicate a longer life span than normal. Most foam-based pillows offer limited warranties for three years or more, which can also be a great way to determine quality that a brand is willing to stand behind. 

Shipping and Returns 

All the pillows on our list can be purchased online and will ship to your front door for free, which cuts back on the hassle of wandering a pillow aisle and giving each option a 30-second test (and really, how much can you discern from a pillow propped up on a wall or wrapped in plastic?). When shopping for pillows, it’s important to check on the retailer’s or manufacturer’s return policy—the best places to buy pillows make it easy to send back what you don’t love. 

Ask Domino

Q: How long do pillows actually last?

A pillow’s life span is probably not as long as you think. If the pillows plopped on top of your mattress have been there for more than two years, it’s definitely time to replace them, especially if they’re filled with down feathers, an expert previously told us. Other materials like fiberfill, cotton, and shredded memory foam also wear within this 12-to-24-month timeline. If you’re looking for a long-term investment, your choices narrow down to either latex or buckwheat (the latter is especially great if you like superfirm support—when properly taken care of, this type of pillow can last for a decade or longer). 

Q: Is the loft of a pillow important? 

Yes! This is another great way to figure out which pillow is best for you, depending on the position for your highest-quality slumber. The term loft refers to the overall height of a pillow once you’re resting on it; in other words, in its compressed state. Firm pillows are often taller, due to the fill and its rigid nature, and can be anywhere between 3 and 5 inches thick. This is great for side sleepers who need more support, preventing their neck from compressing into their shoulders during the night. But if you often sleep on your back or stomach, having something this tall will also throw your spine out of alignment, so it’s best to stick to shorter lofts. 

Q: How much should I expect to spend on a decent pillow?

While some of our favorite pillows are actually pretty cheap—Target’s down-alternative firm foam is only $10—some can also get pretty expensive (we’re talking in the hundreds range). But we’ve said it before and we’ll say it again: Can you really put a price tag on quality sleep? 

Q: Can I throw my pillow in the wash?

This depends on the type of pillow you go with—not all pillows should (or have to) be tossed in the wash, which is why a pillowcase is so important. It’s a barrier between your skin, which can get oily at night, and your pillow. 

The Last Word

Pillows are an incredibly personal purchase, so it can be tricky to figure out which are the best places to buy them. Thankfully most of our favorite options are available online and offer sleep trials: The difference between pressing your face against a pillow in-store as opposed to giving it a test run in the comfort of your own home really makes a difference (trust us).