I have purchased a lot of pillows in the past year in my journey to find the right one. I've tried TempurPedic's firm pillow (for side/back sleepers), Brooklyn Bedding's latex pillow and Costco's various brands, to name a few. This has been the best by far, for both comfort and the price. In fact, my partner constantly tries to steal it, so I'm buying a second. The soft density means you sink quite a bit when you lay on it, but given it's high loft, it sinks to just the right height for me. It works for both side and back sleeping, though I primarily sleep on my side.