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When shopping for a firm mattress beware of jargon. Many companies and dealerships have evolved their own terms to describe their products. This can cause confusion if you are comparison shopping. So terms like “firm mattress”, “extra firm mattress” are meaningless from one brand or store to the next. Don't be put off. If a term comes up, ask the dealer to explain precisely what it means. As for measures of firmness or comfort, go with what feels good.