It depends on the model you choose. Avocado Latex mattress is firm (7.5/10), Avocado Green mattress is medium-firm (7/10) and turn into a gentle-firm mattress (6/10 if pillow top is added), Avocado Vegan mattress is also medium-firm and a bit softer with pillow top, and Avocado Vegan Latex mattress is firm (7.5/10).