You can use price as a differentiator, without becoming the cheap alternative.
Boring Mattress Co. is a great example.
They position themselves right in-between expensive mattress makers and cheap Amazon alternatives.
A high-quality mattress that will last.
A reasonable price and no gimmicks.
It may be boring, but it works.
Full Page Screenshot:
/w=3840,quality=90,fit=scale-down)