Do shiatsu neck massagers actually relieve pain or are they a gimmick?

Across the reviewers and communities we read, the consensus is that kneading shiatsu pillows reliably loosen surface muscle tension, warm the area, and feel close to a basic massage, but they do not manipulate the cervical spine. Notably, r/massage threads caution that these devices 'only work on the soft tissue,' so set expectations around relaxation and knot relief rather than clinical correction. Verified-purchase reviewers consistently report they help with everyday stiffness and stress.