Best bed pillow recommendations? ☁️

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Does anyone have a bed pillow they absolutely love? I've tried a few different ones and I can't seem to get it right! I bought this one from Target after sleeping on it at a friend's place. She said she used it in her guest room, but mine feels rock solid and not the same at all 😂 I keep waking up with neck pain.

Welcoming any and all recommendations! I'm usually a side or back sleeper and like a pillow that isn't too firm or too soft that it offers no support.