Hi swami,
I think Lew’s advice is good.
All new mattresses including latex will go through an initial break in period over the first few weeks as the covers stretch and foams go thorough an initial softening. Once this is done further softening is much slower.
Latex does this as well just less than other foam and over a longer period of time.
It may also be worth reading post #2 here because there could also be other factors involved such as a different foundation vs the one you tested in the store or a mattress protector or mattress pad you may be using over the latex that could also affect the feel of your mattress.
Phoenix