Our editors independently research, test, and recommend the best products; you can learn more about our review process here. We may receive commissions on purchases made from our chosen links.
"Down and down alternative pillows with the perfect amount of support."
"A variety of styles, including some specifically designed for side sleepers."
"An easy-to-shop site that helps you find the perfect pillow."
"The gold standard for decorative pillows."
"Browse hundreds of reviews to help you choose the best pillow."
"A huge selection of top-rated options."
"With a membership, you'll be able to shop name brands online and in stores."
"Famous for mattresses, and a great place for comfy pillows, too."
"Pillows designed for ultimate support and comfort."
"A wide array of comfy options at affordable prices."
Every household needs pillows, especially bed pillows. But most people also use shams and decorative throw pillows to spruce up their decor. If you’re in the market for any type of pillow, it’s important to know where to shop. Quality pillows—especially more affordable options—aren’t easy to come by, unless you know where to look. Whether you’re looking for an affordable bed pillow, want to splurge on the softest down pillow available, or want to pepper your home with attractive throw pillows, we can help point you in the right direction.
Here are some of the best places to buy pillows to match your sleeping style and budget.
The online retailer Brooklinen is an excellent place to shop for stylish bedding, and they also offer natural down and down alternative bed pillows with three levels of neck support: plush, mid-plush, and firm. Prices range from $59 to $119. No matter which pillow style you prefer, each option has hundreds of positive reviews from happy customers, and you can email, call, or text their experts if you need help deciding which pillow is right for you.
If you do change your mind, the majority of Brooklinen products can be returned or exchanged within 365 days, and they cover return shipping if you’re in the U.S. If you’re in the Williamsburg area, you can also shop in person at the Brooklinen store.
Known for their chic bedding in minimalist, neutral hues, Parachute helps you complete your comfy bed with a selection of supportive pillows. In addition to traditional down and down alternative bed pillows—with some styles designed specifically for side sleepers—the store also has square Euro pillows that are great for creating a layered bedding look and a down alternative body pillow insert. Prices range from $29 to $169.
If you decide your new pillow isn’t quite right, the company accepts returns within 60 days, but shipping and handling fees are nonrefundable. And if you prefer shopping in-person, there are brick-and-mortar Parachute stores in cities across the United States.
Shoppers may have some of the same hesitations they do about shopping for pillows on Amazon—it’s impossible to feel or try a pillow you purchase online. But Wayfair has taken extensive steps to make the shopping experience as convenient as possible. In fact, you could argue that you’ll get more helpful information from Wayfair than you would at a traditional brick-and-mortar store. How? Each item has a color-coded guide that details comfort level, sleep position, fill material, and cover material, so you can make a very educated purchase. What’s more, some of the more popular options have upwards of 5,000 reviews, so you can read about other people’s experience, should you want to do more research before making a decision.
Inventory includes all of the most popular brands, but also less expensive options made by Wayfair. If your taste skews more expensive, you’ll appreciate the discounted prices the online retailer offers on many name brands, like Ralph Lauren and Sealy.
Though you can return items purchased through Wayfair for a refund within 30 days, it’s important to note that you’ll have to pay the return shipping costs—even if you received free shipping on your initial order.
When it comes to decorative pillows, West Elm is the gold standard. The retailer, extremely popular among millennial buyers, carries a gorgeous array of throw pillows and floor pillows that make a home’s decor really stand out.
In addition to their aesthetic, the pillows are well made and are available at a relatively attainable price point, particularly when it comes to fanciful home decor. Though the overarching style skews mid-century modern, there is a wide range of colors and patterns to suit any personality or decor style. The retailer also has seasonal items, providing an easy and relatively affordable way to swap out your decor throughout the year.
When it comes to bed pillows, the options are much more limited at this particular retailer. There's a handful of down and down alternative bed pillows to choose from, with prices ranging from $39 to $338.
Shopping is convenient at West Elm, too. They have a number of physical stores, but the online platform is easy to navigate as well. As another added convenience, West Elm also accepts gift cards and merchandise credit from sister brands Pottery Barn, Mark and Graham, and Williams-Sonoma.
Amazon is a go-to for nearly all everyday purchases, and you can add pillows to the list. Since you can’t try, or even feel, pillows while shopping at an online retailer, some may hesitate. But Amazon is a wonderful destination for all kinds of pillows for two reasons: the options are seemingly endless and there are hundreds of reviews to help you make a decision you feel good about. You can find nearly every big-name brand on Amazon—think MyPillow, Casper, Tempur-Pedic, Wamsutta, and more—but you can also find lesser-known pillows, like those made by Amazon’s private label AmazonBasics. Another big perk of shopping at Amazon is that you can find a wide range of specialty pillows that may not be readily available at other retailers. In addition to bed pillows and throw pillows, the online giant has a host of special medical pillows, travel pillows, and body positioners.
Of course, you don’t have to wait long to enjoy your new pillow: many of these items qualify for free two-day shipping if you’re a Prime member.
For a huge selection of top-rated bed pillows, visit your local Bed Bath & Beyond. This store has a wide range of pillows—including standard bed pillows, body pillows, wedge pillows, shams, and decorative throw pillows—available on the floor, so you can see, touch, and even test each pillow before you decide on the right one—something that’s very important when shopping for the best pillow. Brands at Bed Bath & Beyond include Tempur-Pedic, Wamsutta, Brookstone, and cult-favorite MyPillow. Fortunately, if you can’t make it to the store to check out these options in person, the retailer also has a very extensive website with free shipping on orders over $39.
Another huge perk of shopping at Bed Bath & Beyond is the fact that coupons are readily available. With the store’s famous 20 percent off coupon, you can score a new brand-name pillow at a better price than you can at many other retailers.
Should you change your mind about your pillow selection, Bed Bath & Beyond also has a generous return policy. For up to 180 days after purchase, the retailer will refund the purchase price to the original form of payment or issue a merchandise credit with a receipt. Without a receipt, the retailer offers store credit for the item's current price, minus 20 percent to account for the possible use of a store coupon.
Though you might easily overlook this option, a wholesale club like Costco is a great place to buy pillows. There’s just one catch: you do need a membership to shop at this retailer—both online and in-store. The cost of a standard annual membership—the Gold Star—is approximately $60, but you’ll then have access to all the deals the club offers, including those on name-brand pillows.
You’ll find brands like Tempur-Pedic and Hotel Grand, as well as specialty brands like Comfort Tech. Costco also has some great options and deals when it comes to other items you’ll need to create the ultimate bed, including mattresses. You’ll even find bed pillows for your dog at this retailer!
Casper is well-known for its mattresses—which arrive at your door in a compact, easy-to-carry box—and the store is also a great place to buy comfy bed pillows. Casper offers three pillow styles: the Original Casper, a fluffy down alternative option; a supportive foam pillow; and a plush all-natural down pillow. The soft and supportive Original Casper pillow is their most popular, and it comes in standard ($65) or king ($85) sizes.
While Casper does have brick-and-mortar stores around the country, they make it super easy to buy pillows and other bedding online. Free shipping and returns are included with every order, and they offer a risk-free 100-night trial—if you aren’t happy with your pillow, you can return it for a full refund.
Founded by the Pearce brothers, two engineers devoted to creating high-tech, comfortable cushioning, Purple offers three bed pillow styles. Choose from the Purple Harmony Pillow ($159), which provides head and neck support and good airflow to keep you cool throughout the night; the adjustable Purple Plush Pillow ($49 - $64) with a cooling Lyocell-blend cover; and the Purple Pillow ($99), which offers ergonomic neck support. Every pillow comes with free shipping and returns, a 100-night trial, and a one-year warranty, so you have plenty of time to decide if you’ve picked the right pillow.
In addition to bed pillows, Purple also has mattresses, bedding, bed frames, and even pet beds to keep your furry friend comfy. And if you prefer shopping in-store, you can find Purple products at certain retail stores like Macy’s and Raymour & Flanigan.
If you’re looking for a great deal on pillows, Target is a big-box store that offers a wide array of pillows (both bed pillows and decorative pillows) at an affordable price. At Target, the pillows are all available to see and touch, but unlike stores like Bed Bath & Beyond, the retailer does not have beds in which you can try the pillow before you buy it.
That said, the majority of Target’s pillows are very affordable. The cheapest bed pillow available at the store costs just $4, and hundreds of reviewers note it's a great value for the price. Other bestsellers range from $10 to $20. If you’re looking for the cream of the crop, Target has that too. The retailer’s most expensive pillows, made from super-soft down or down alternative, cost around $150.
When it comes to throw pillows, Target also has an extensive inventory, with more than 3,000 options for sale online—most bestsellers cost $30 or less.