One year ago, I purchase a firm standard size pillow from Eddie Bauer. Since I liked the firmness of the standard size pillow, I ordered a king size pillow and was disappointed with what I received. I came in box folded in half, which made we wonder about its firmness when compared to my standard size. To fold my standard size pillow in half, one has to use some effort to fold it. After letting it sit for a couple of days, I called customer service to see if I could have missed order. They confirmed that I did order the same firm pillow but in a king size. Since I have the reference of firm pillow in a standard size, I am disappointed with the firmness in the king size. I would probably rate it a medium or slight less than a medium firmness, which is why I only gave it 3 stars. I have kept the pillow since I have other Eddie Bauer pillows that are over 15 years old and have been happy with their performance -- just not thrilled with getting a "medium" firm pillow when I ordered a firm.