Definitely NOT firm !!! Plush is an accurate description. AAA+++
Need 3 matresses. Purchased 1 as a trial. Arrived timely, set up easily as expected, and it's true to it's name. Thick and PLUSH. I am a side sleeper and experienced zero back pain since the first night sleeping on it. I can confirm it sleeps cool also, as I didn't sweat like I do on the Latex mattress.
For comparison, I have a $5k Latex mattress, waste of $$ IMO. I also tried a $300 12" Zinus 'plush' mattress which is actually firm to the feel, and definitely harder than this mattress. Tried a Casper and returned it within 3 days.
Would I purchase this mattress again when I am ready to replace the other 2, absolutely. Zero regrets with this mattress.
Oh, free pillow. It's there, and it works, but for me it's too thick. Pillows are subjective to everyone so not reviewing the pillow, but mentioning that it does come with the mattress, is also blue gel infused, and is thick.