Overwhelmed by formula options

FTM planning to exclusively formula feed. I’ve been doing so much research but am now starting to feel overwhelmed by the many options, brands, types, organic vs non-organic, etc. I really don’t know where to start!

Anyone have tips on how they narrowed down which formula you decided to go with? Can’t really go with what baby likes because baby isn’t here yet. I’m sure we’ll make some changes along the way one he is here, but at the moment I’m wondering what to start with first and how to make the best choice.