Buying Pillows Online

Pillows next to computer on orange background
Like other retailers, bedding stores have embraced e-commerce and moved online, shuttering many brick-and-mortar outlets in the process.

Shopping for pillows online is wonderful for a number of reasons:

    • You can shop in your pajamas
    • You can have a glass of wine
    • You save on gas and travel time
    • You can have a second glass of wine
    • You don’t need to wait in line at the store
    • You can easily compare prices and look for the best deal
    • Your purchase is delivered right to your door

While more convenient, shopping from home can be daunting. How can you select a pillow without having felt it? How do you know which pillow will give you a great night’s sleep and which will leave you full of neck pain and regret?

Before you embark on a shopping spree, here are some tips for buying pillows online:

funnels sifter and colander with pillow on green background

Know what you have, know what you like, know what you want:

Are you replacing well-loved pillows that you’ve enjoyed sleeping with? Or perhaps you had a one-night stand with the perfect pillows at a hotel or a friend’s house. If so, find out the type of fill and how many ounces of fill they contain, and look for a close match.

Maybe you’re breaking up with your pillows because they’ve left you hurting one too many times. If this is the case, try to determine what you don’t like about the pillows, so you can search for an alternative.

Know what type of pillow suits your sleeping style:

While this isn’t an exact science, here are some guidelines:

Preferred Sleeping Position

Recommended Support Level

Recommended Fill Type

Front or Back

Soft or Medium

Down or Down Alternative (down pillows are very soft and sinky!)


Medium or Firm

Down & Feather or Feather (pillows containing feathers provide more support than pillows without)

Various Positions


Down or Down & Feather


Read more about the difference between down and feather here.

telephone speech bubble spool of thread and laundry detergent with a pillow on a blue background

Ask questions:

Online descriptions can be vague or brief. Don’t be fooled by words like ‘luxurious’ or ‘comfortable’. Know what you’re looking for, and ask for it.

Fill: What material is the pillow filled with? What is the loft of the fill? How many ounces of fill does it contain? How supportive is this pillow?

Shell: What is the shell made of? (More on thread count here.)

Maintenance: What are the washing and care instructions for the pillow?

Warranty: Does the pillow come with a warranty, and what does that warranty cover?

Other specifications: What are the dimensions of the pillow? Is the pillow exactly as it is pictured online?

Don’t be afraid to ask for advice when searching for ‘the one’. Contact the store and tell them how you sleep, and what you’re looking for in a pillow – let them be your matchmaker!

detective hat, magnifying glass and pipe with pillows on pink background
Vet the brand:

Invest in pillows from a trusted manufacturer and retailer. Look for a brand with positive customer reviews. The staff should be knowledgeable about the products, and the company’s website should provide ample reading and resources. If the company issues warranties and has a fair return or exchange policy, they stand behind the quality of their products.

speech bubble with negative and positive reviews next to stack of pillows on turquoise background
Consult reviews:

Customer reviews provide excellent insight about the quality and longevity of a product, as well as the buying experience with a company. Keep in mind that there is no pillow that is right for everyone. One customer may find a down alternative pillow too soft, while another may find it provides the perfect amount of support. Pay more attention to reviews that highlight construction and quality of a product (such as stitching or leakage issues) than the reviewer’s personal taste.


Are you ready to shop? Put your feet up and pour yourself that glass of wine. Armed with some knowledge and the right questions, you can find the pillow of your dreams without a trip to the store.

Have any tips to add to the list? Have a pillow shopping experience to share? Leave us a comment below! 


Graphics and illustrations by Amanda Nguyen


Hi Leslie, Both the Down Perfect Pillow and the Hutterite Down Perfect pillow are composed of 90% feather and 10% down. The Down Perfect Pillow contains goose feather and 575 loft goose down and features a 255 thread count shell. The Hutterite Down Perfect Pillow contains duck feather and 700 loft duck down farmed by the Hutterites in Alberta, with a 400 threadcount shell. They are the same in terms of support level!

Canadian Down and Feather Company September 12, 2019

I am looking at the Hutterite Down Perfect pillows…what is the ratio of down to feathers in them? And how do they compare to the “Down Perfect” other than in price?

Leslie Crawford September 12, 2019

I want 100% down standard pillows. I have always washed my own pillows using a runner to pound and thoroughly drying them, is there a sale coming up? And how can I order? Can you help or recommend another company thanks.

Joan September 12, 2019

Hi Geraldine, Thanks for your question! Of course there can be variation according to personal preferences/needs, and I would recommend speaking to a doctor if you’re experiencing quite a bit of pain to see what they recommend. Generally, side and back sleepers need a medium support pillow (Medium Down Perfect Pillow is quite popular). This should provide enough support for side sleeping without propping the head up too much for back sleeping. I hope this helps.

Canadian Down and Feather Company September 12, 2019

I would like to know which pillow would be best for me. I get tons of headaches and stiffness in my neck. Which should I purchase? I sleep on side and back.

Geraldine Andrews September 12, 2019

Hi Jennifer. The type of pillow you’re describing is a down pillow. Our down pillows are in the red, purple and light blue packaging! :)

Canadian Down and Feather Company August 26, 2019

Hi Betty,

The Down Perfect Pillow contains 90% feather, 10% down. We believe the 3-chamber design is best for comfort. The outer layers of down prevent you from feeling the feather quills. I hope this helps!

Canadian Down and Feather Company August 26, 2019

I want to replace some well-loved pillows that I purchased from you a good 15 years ago. I believe that they’re the “soft” type. They can easily be folded and scunched up. They don’t return to the original shape on their own, like memory foam ones do – they need to be fluffed. I find most pillows, even feather ones, far too over stuffed for my liking. Do you still offer this sort of loose down pillow?

Jennifer Broughton August 26, 2019

I am looking for the perfect pillows but I do want white goose feathers with down – what is the percentage of each and also is it better to have the pillow mixed with both in the case or is it better to have an inner core of feathers and outer core of down.
Thank you

Betty Grant August 23, 2019

I like a heavier pillow that doesn’t bounce back to the shape once you lift your head from it. Would I be looking for a soft or medium pillow with a higher down or higher feather percentage?

Brad White August 13, 2019

I want a feather pillow in queen and King size and medium support I have one I buy in Germany 37 years ago since I being trying to get a new ones but is so hart to fine a good quality so I want to know The warranties of you products and how to care the pillows.
Thank you!

Cristina Cavezas November 15, 2018

Hi Sandi, It’s about 90% feather, 10% down! :)

Canadian Down & Feather Company September 09, 2018

What is the feather to down ration on your medium king size feather and down pillow

Sandi Yang September 09, 2018

Hi James, That depends on which pillow you’re looking at! Please email us at with a link to the pillow you’re interested in, and we can provide that information! :)

Canadian Down & Feather Company August 07, 2018

What is the feather to down percentage please. Can’t seem to see the ratio on a medium pillow.

James Wood August 07, 2018

Hi Lisa,
We recommend dry cleaning products that contain natural down and feather. The main reason for this is that if any moisture remains in the pillow after washing, mold, mildew and other bacteria may develop. If your pillow needs washing, bring it to a professional cleaner who has experience washing down and feather products. I hope this helps! :)

Canadian Down & Feather Company June 04, 2018

Can I wash my down/feather pillow?
If yes, how would I do this.

lisa June 04, 2018

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