Nursing pillows were brand new when I had my first daughter some 9 years ago - they came in pink or blue. Now they are available in a lot of prints or you can even sew your own slipcover to make your own custom look or to rehab an older one.
These pillows make positioning a breeze. I highly recommend having one on had for breastfeeding.
They can also be used for playtime and tummytime for babies. I even used mine in the first few days to sit on to relieve my episiotomy pain.
There are several varieties on the market. They all range in the $40-50 price range. Here is a brief review of some of the more popular ones:
Boppy brand: widely available, more firm of padding, narrow shelf.
My Breast friend brand: terrycloth fabric is soft, attaches all the way around your waist so it is less likely to slide out of position during feeding. Also comes in a twin version.
Nurse EZ- made for twins but I know a lot of singleton moms who use this pillow, very wide shelf, attaches at waist, comes with back pillow.
Here is a video of how to use a boppy style pillow.