I think the big w one was $30 or something when I bought it. But I can't seem to find the same one online. Mine is purple with a soft velour type pillow case. The White ones on the big w website are $89. Still much better than the others around.

I do have a "proper" pregnancy and breastfeeding pillow from target. Was crap for pregnancy but has been much better than I expected for brastfeeding.

I wouldn't bother with anything else but the big w one personally. It was perfect for me.