Soft - yes.  Plush - no.  Fluff it up with a brush and it appears "fluffy" but if you are looking for any padding, this is not the rug for you.  Look closely at customer photos, you will see it is pretty flat to the ground.  It is well made and the "fur" is soft.  I really wish it was machine washable/line dry, but only gentle vacuuming and spot cleaning is recommended.