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The pillow is the most essential piece of bedding, and if it’s doing its job the right way, it offers hours of comfort, rest, and an elevated sleeping experience. (A flat or lumpy pillow is an invitation to neck pain, after all.) But sometimes, buying a pillow online can get a little tricky, especially since personal preferences for comfort can differ, and it’s difficult to test out the various options unless you’re someone who likes making lots of returns.
To streamline the process, I looked at the online retailers for pillows, researched numerous options, and included my own buying experience to bring you the best options for the most common types of pillows out there. Consider this your shortlist for where to start your next search for the best pillows possible.
What to keep in mind when buying pillows online
We all know pillows aren’t a one-size-fits-all item and neither is our online buying experience. Here are a few areas of consideration when you’re trying to outfit your bed.
Material
First, choose the material you’re most interested in and can tolerate the most, such as fiber-fill or down-filled pillows. This can help narrow your selection since not all retailers offer every type of material. You can also research types of stiffness and softness so you can truly customize your pillow.
Not only is the outer material a strong consideration, but look for what’s inside the pillow, too, and what you prefer. Whether it’s memory foam for support, down feathers for fluffiness, hypoallergenic materials, or more sustainable options, look for a retailer offering the exact material both inside and outside you’re looking for.
Price
Like so many aspects of bedding, the price of pillows can range from budget-friendly to ultra-lux. Fortunately, there’s such a wide variety of pillows available it makes it easier to find what you’re looking for close to your budget.
Selection
Look for an online store offering a wide selection of pillows to help you find the perfect fit for your sleep needs. Not only is there a better chance of finding what you’re looking for–you can likely find something within your budget.
Return policy
Be sure to check out a retailer’s return policy. Not only should you confirm the number of days you have for returning, but also check to see if you’re responsible for return shipping charges, too. No matter how many reviews you read online or pictures of pillows you look at, there’s nothing like trying a pillow on for size and seeing if it works for you. If it doesn’t work, you’ll be glad you’ve ordered from an online retailer with a generous return policy and free returns.
Our top picks for the best places to buy pillows
Pillows are a staple with bedding but also a very personal choice. These retailers offer a wide selection of pillows so you can find the one most closely matched to your preferences.
Best place to find the largest variety of pillows: Amazon
It’s hard to beat the selection, ease of ordering, and generous return policy offered by Amazon. While we often turn to Amazon for ordering gadgets, books, and toys, it’s also a fantastic option for bedding and pillows. You can find almost any type of pillow you’re looking for, from standard-sized firm options to specialty pillows such as bamboo, memory foam, or travel-related finds. You can also find almost any pillow for your budget, and you’ll frequently find merchants posting sales or coupons.
Specifications:
- Shipping: 2-day for Prime members on select products
- Return policy: Free returns
- Trial period: No
- Warranty: Varies by product
- Prices: Starting at t$25
Pros:
- Wide selection
- Offers specialty items, such as travel pillows
- Easy returns
Cons:
- Not all options offer Prime shipping
The bottom line:
Amazon offers a vast variety of pillows and multiple price points, making it a one-stop shop to help you sleep.
Amazon
Amazon offers a vast variety of pillows and multiple price points, making it a one-stop shop to help you sleep.
Best online shopping experience: Wayfair
Since Wayfair focuses on anything you need for your home, the site offers a more straightforward shopping experience so you can quickly find the pillow you’re looking for, while still offering a good variety. Not only can you sort and filter based on your preferences, but each pillow has a set of reviews, and the site even offers guidance on what to buy based on what type of sleeper you are (side, back, or stomach). If a pillow is in stock, you can get it quickly, too, with Wayfair’s fast shipping options. Wayfair also offers a wide range of options for each type of budget.
Specifications:
- Shipping: Fast delivery options available
- Return policy: Within 30 days
- Trial period: No
- Warranty: Varies by brand
- Prices starting at: $29.99
Pros:
- Easy to search and filter
- Wide selection
- Generous assortment of reviews
Cons:
- Restrictive 30-day return policy
- Limited selection of specialty pillows
The bottom line:
Wayfair offers a stellar online shopping experience, thanks to an easy-to-navigate website stocked with a wide selection of products, reviews, and a robust search engine with multiple filters.
wayfair
Wayfair offers a stellar online shopping experience, thanks to an easy-to-navigate website stocked with a wide selection of products, reviews, and a robust search engine with multiple filters.
Best return policy: Costco
Costco not only offers pillows in-store but has a wider selection available online. Although the selections are not as robust compared to other online retailers, Costco offers name brand options for a range of budgets. Costco is also well known for its generous return policy, where you can return almost any item you’re not 100% satisfied with, no questions asked. The easy returns apply to pillow purchases, which makes it ideal for anyone who needs to test their pillow before committing.
Specifications:
- Shipping: In-stock takes up to a week
- Return policy: Return in-person or online for any reason within 90 days
- Trial period: No
- Warranty: Varies by brand
- Prices starting at: $23.99
Pros:
- Easy returns
- Options for any budget
- Some specialty items available
Cons:
- Smaller assortment
- Must have membership
The bottom line:
Costco offers a highly curated selection of pillows including ones made of organic cotton. With its free 30-day return policy and multiple locations, it is easy to swap or return your pilllow while you do your grocery shopping.
Costco
Costco offers a highly curated selection of pillows including ones made of organic cotton. With its free 30-day return policy and multiple locations, it is easy to swap or return your pilllow while you do your grocery shopping.
Best place to buy luxury pillows: Boll and Branch
If you dream of luxury organic cotton placed beneath your head each night, then Boll and Branch is where your dreams come true. This online retailer offers a highly curated selection of pillows made with organic cotton, including both down-filled and down-alternative options. You can select your density preference and size and then try it for 30 days to see how you like it. Another bonus with Boll and Branch is each product is made in the U.S.A.
Specifications:
- Shipping: Free shipping
- Return policy: Free returns within 30 days
- Trial period: 30 days
- Warranty: Limited
- Prices starting at: $59
Pros:
- Luxurious cotton material
- Can select different densities
- Down-alternative options available
Cons:
- Pricier
- Limited specialty items
Boll and Branch
This online retailer offers a highly curated selection of pillows made with organic cotton, including both down-filled and down-alternative options
Best place to buy budget-friendly pillows: Walmart
Walmart offers an amazing assortment of pillows and gives you a wide range of filter selections so you can narrow down your choice. Whether you’re looking for a foam, down, or feather option, you can likely find it on Walmart.com. The website is easy to navigate and offers plenty of choices for almost any budget. Plus, the free two-day shipping, 90-day returns, and free returns make it simple to get the exact pillow you want.
Specifications:
- Shipping: Free shipping, 2-day available
- Return policy: Free returns within 90 days
- Trial period: None
- Warranty: Limited
- Prices starting at: $4.88
Pros:
- Numerous affordable options
- Large assortment of choices
- Easy returns and free shipping
Cons:
- Lack of specialty pillows
The bottom line:
Walmart offers affordable pillow options, with free shipping, plus you can also return in-store within a 3-month window. Limited specialty pillows here, but you can pick up comfortable basics for nearly any budget.
Walmart
Walmart offers affordable pillow options, with free shipping, plus you can also return in-store within a 3-month window. Limited specialty pillows here, but you can pick up comfortable basics for nearly any budget.
Best place to buy decorative pillows: Pottery Barn
Perhaps you’re searching for a retailer offering an array of decorative pillows or decorative pillow covers, so you can change up the decor for your bed or sofa. No matter what your style or color preference, Pottery Barn is bound to have a decorative pillow that fits your taste. (Even if you’re desperately in need of a Gus the Ghost pillow—an adorable little cushion that indeed looks like a tiny ghost.) Pottery Barn offers easy shopping both in-store and online, plus you can ship to store. While you’re shopping, you can browse an excellent selection of furniture, lighting, gifts, and accessories. You can also book an appointment for free design services.
Specifications:
- Shipping: Standard shipping (4-5 business days; price based on order total, starting at $5.95) and next day shipping (price based on order total, starting at $31.95) options are available
- Return policy: Most items can be returned within 30 days for a full refund. Personalized, monogrammed, made to order, and final sale items are not eligible for returns. It’s free to return items to Pottery Barn stores, you can also print a UPS label from the Pottery Barn returns page, cost is determined by reason for your return.
- Trial period: N/A
- Warranty: N/A
- Prices starting at: $18.99 (clearance)-$39.50 (the average non-clearance starting price)
Pros:
- Wide selection of options, including outdoor pillows
- Can purchase pillow covers and inserts separately
- Bedding pillow options available
Cons:
- Can be expensive
- Returns may incur a cost
The bottom line:
Pottery Barn is a one-stop shop for decorative pillows, offering a wide range of colors, patterns, shapes, and sizes.
Pottery Barn
Pottery Barn is a one-stop shop for decorative pillows, offering a wide range of colors, patterns, shapes, and sizes.
Best place to buy latex pillows: Avocado
Latex pillows have a lot to offer—their natural materials are better for the environment, have a bouncier feel, are hypoallergenic, and repel moisture. For those who prefer a latex pillow or simply want to try one out, Avocado has several standout options. When you do make a selection, you can try a pillow for 100 nights and return if necessary. Plus, if an item is in stock, it ships out quickly within a few business days. If you like the experience of shopping for a pillow, you may want to consider Avocado when you’re upgrading your bed. Their Green Mattress made our list of the best mattresses you can buy online.
Specifications:
- Shipping: Ships within 1-3 business days
- Return policy: Free returns within 30 days
- Trial period: 100 nights
- Warranty: 1-year limited warranty
- Prices starting at: $34
Pros:
- Vegan, 100% organic latex pillow choices
- Extended trial and warranty period
- Climate neutral promise
Cons:
- Limited specialty pillows
- Can be more expensive
The bottom line:
The 100% organic latex pillows and a generous 100-day return policy makes Avocado a great choice for latex pillows.
Avocado
The 100% organic latex pillows and a generous 100-day return policy makes Avocado a great choice for latex pillows.
Best place to buy cooling pillows: Purple
If you’re a hot sleeper and need a pillow that offers both comfort and cooling, then Purple may be what you’re looking for. While this company is well-known as one of the best mattress in a box retailers, Purple puts the same comfort technology for its mattresses into its pillows. The result is a super-comfortable, cooling pillow for the most demanding sleeper. Or, if you prefer the fluffy feel, you can select one of the down-alternative options. Purple not only offers free shipping, but it offers an impressive 100-night trial and 1-year limited warranty on all its pillows too.
Specifications:
- Shipping: Ships within 1-3 business days
- Return policy: Free returns within 30 days
- Trial period: 100 nights
- Warranty: 1-year limited warranty
- Prices starting at: $69
Pros:
- Upgraded technology to keep you cool
- Free shipping
- Long trial and warranty
Cons:
- More expensive
- Not a wide assortment of options
The bottom line:
Overheated sleepers will appreciate Purple’s cooling technology and pillow selection. It is pricer than some options but may be worth it if you struggle with heat at night.
Purple
Overheated sleepers will appreciate Purple’s cooling technology and pillow selection. It is pricer than some options but may be worth it if you struggle with heat at night.
Best place to buy specialty pillows: Parachute
For those who like to keep it simple, with clean lines and carefully curated selections, then check out the pillow assortment through Parachute. This company offers a complete assortment of supportive pillows within a wide range of price points. They even offer specialty pillows, such as Euro size or side sleeper options. The company offers free returns, minus any shipping and handling fees, within 60 days, plus you can return it in-store if you prefer.
Specifications:
- Shipping: Standard shipping, expedited options
- Return policy: Free returns within 60 days
- Trial period: None
- Warranty: 3 years
- Prices starting at: $39
Pros:
- 3-year warranty offered
- Expanded return period
- Specialty pillows offered
Cons:
- A little pricier
- Returns don’t include shipping or handling charges
The bottom line:
A great one-stop shop for specialty pillows, such as ones for side sleepers and Euro sizes.
Parachute
A great one-stop shop for specialty pillows, such as ones for side sleepers and Euro sizes.
How we selected the best places to buy pillows online
Not only did we draw from personal experience of shopping for pillows online, but we used multiple points of consideration to make our top selections. The selection, customer service hours, return policy, and warranties offered were all reviewed to determine our top picks.
Frequently asked questions (FAQs)
How much should you spend on a good pillow?
There’s no right or wrong answer to how much you should spend on a pillow, but you can likely find what you need anywhere from $25 to $150 per pillow. Do keep in mind the number of hours you spend using your pillow and quality is extremely important. A bargain pillow can be more expensive than a high-quality pillow, if you have to replace it frequently, or if it contributes to neck pain.
Are expensive pillows worth it?
Ultimately, it’s up to your personal experience to answer the question if an expensive pillow is worth it. However, a quality, durable, well-made pillow can last you for several years versus a cheap pillow that will develop lumps shortly after bringing it home.
Which brand is best for pillows?
It’s important to read multiple customer and expert reviews to find out which brand of pillow is considered the best. While it’s a matter of opinion, brands such as Avocado, Purple, and the Beckham Hotel Collection (available at Amazon), often receive high ratings both among experts and personal reviewers.
How often should you replace pillows?
It seems like everyone has a take on how often you should replace pillows, but the easiest way to tell is when it starts showing signs of wear and tear or developing lumps and loss of firmness. A good pillow should last at least two years but can last longer or shorter than this based on the use, care, and quality of the pillow.
Why are hotel pillows so comfortable?
Many hotel chains have invested heavily in their signature bedding collection, which can include quality pillows. These pillows often have a greater loft and multiple supportive layers inside, plus down and down-alternative options, making them super comfortable for many weary travelers.
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