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Like the name implies, king size pillows are the largest pillow size available without scaling up to a body pillow. Measuring 20 inches by 36 inches, the width is what gives king pillows their increased size. For reference, a queen pillow measures 20 inches by 30 inches, and a standard pillow measures 20 inches by 26 inches. Euro size pillows have more height at 26 inches by 26 inches.
In general, king size pillows are best for people with king or California king mattresses, back sleepers with broader shoulders, and people who simply prefer bigger pillows.