Any advice on o2 sensor brands?

I'm replacing the bank 1, sensor 1 oxygen sensor on my '98 Camry v6. I've seen a wide range of prices on different brands and varieties, and I'm hoping someone with experience can shed a little light on the differences.

I know Denso is the original, and I've found them as cheaply as anything else, so that's what I'm probably going with. But I've seen some talk on the forums about Bosch and Walker, too. Is there a big difference? Also, there are OE fit sensors and universal sensors--the latter are a lot cheaper. Is that because they wear out sooner, or because they'll require jury-rigging to install, or something else?

Thanks in advance.

P.S. oxygensensorsforless seems to have the best prices by far. I'm not affiliated with them; this is not an ad. Just an observation that could be useful.

I have not replaced O2 sensors on Toyota.

Denso works fine on my Honda. Bosh does not give any problems on my Subaru.

Sam

I'm glad I saw this thread, I just got a O2 sensor CEL code on my Isuzu Trooper.
I checked that site, and I'm going to get the Denso or NGK, I've seen to many negative comments about Bosch O2 sensors in Japanesse vehicles. And the OE type is always a better fit than the universals.

Denso -Genuine Toyota for sure. They are a bit more expensive than others, but it's what the vehicle came with and should last the longest.

Buy whatever you can afford but make sure that it has the same factory connector that yours does, the universals sometimes do not have connectors.

I'd go with NGK they have a new line of O2 sensors and for some reason NGK and Japanese cars allways go well together.

Denso would be 1st choice
NGK 2nd.