Pillow is not too firm and holds it shape. This pillow has good support did not lose its shape. I have bought pillows that don't hold shape and are too firm, but this one is just right. I would recommend.

We were in desperate need of new pillows and knew we could find great ones for a great price at Sam's Club. We skipped the inexpensive pillow bundles and bought these. So glad that we did. They are comfy but sturdy. Definitely recommend.

It a great pillow for someone who prefers firmer pillow. Pillowcases do not stay on though. I suggest a zippered case. It IS cooler than regular pillows though.

This pillow is not bad but I'm still breaking into it and getting used to it. So far it seems very comfortable than my other neck pillow. Would I purchase again. Yes.

The pillow is very much like other memory foam pillows. It seems to strike a good balance between being firm enough to support my head yet not pushing back so much that it causes my neck to ache. The cooling effect is nice.

I had to go buy this pillow once I saw it was available in the club, I love my other similar pillows from Sam’s the solid memory foam and the washable cover and they stay firm.

I regret buying it. Two times I used it, it was stiff and way too thick. It doesn't feels like it has a cooling feature or that it's memory foam. It really feels as if I'm sleeping on a brick.

This is a very soft yet firm pillow. My kids truly enjoy this pillow for its true softness, We’ve had it for a few weeks and it has not lost its form at all. Overall a great bang for my buck. Great size and not too heavy either

A friend recommended this pillow and I decided to try it. The pricing was very reason and it turns out to be the best pillow I have ever owned. I’m planning to get a second one.

I've been trying several different pillows, and the last few have not really been cool. Although they were supposed to be cooling memory gel pillows, this one is cool, stays cool and is firm enough that it doesn't just mush, so that my head starts falling in at an awkward angle so I really like this pillow. It is worth every dollar I paid for it although I will warn you that for the first few days, it does have a kind nasty smell. So if that is going to bother you, I would take it out and leave it out for a few days before you started sleeping on it. The smell should be gone by then.