After 50+ years of FDA regulation, hearing aids have made the leap to consumer technology. In Ocrtober 2022, the FDA released a long-awaited ruling that minted a new class of over-the-counter (OTC) hearing aids.
The FDA's goal was to increase access and decrease the $4,500 national average cost for a pair of hearing aids.
Best Buy was one of the first major retailers to announce a serious effort to bring OTC hearing aids to their customers online and in-store.
The move makes sense because of Best Buy's long-time leadership position as a technology + customer service brand. In 2002 the 40-year-old retailer purchased Geek Squad, which has become an iconic service provider for older adults with tech needs.
Starting in late 2022 Best Buy made OTC hearing aids available through their online shop and in over 300 physical stores around the country. I recently had a chance to catch up with their team to learn more about their plans. Here’s what I learned.
Which brands of hearing aids does Best Buy sell?
Best buy carries every major OTC brand including Lexie Powered by Bose, Sony, Jabra, Eargo, HP Pro and Sennheiser. It's an impressive selection.
In addition to their online shop, Best Buy has a retail 'hearing experience' in nearly 300 stores. The retailer will also have TV amplification devices and an expanded selection of PSAP devices (lower cost hearing support).
You can explore the latest in Best Buy's hearing section here. Most Best Buy brands will also be available directly to consumers through each brand's website.
Keep scrolling if you want to go deeper into Best Buy's selection. We've included in-depth info on each of the brands at Best Buy.
Will someone at Best Buy help me choose a product?
This is where things get interesting. As consumer options expand, hearing aid wearers will have questions, and access to a doctor won't be readily available in a new retail environment.
Best Buy is hoping to close the gap in stores through their iconic "blue shirt" support.
According to Best Buy's corporate team, store associates will train on topics like the ear's anatomy, hearing loss stages, general fitting techniques, and different features of various devices and brands.
Best Buy has worked with its team of expert vendors, many of whom are leaders in the hearing device category, to ensure these employees feel confident in their recommendations. Training thousands of employees is no small task, so I recommend getting smart on available products and styles before heading to the store.
Best Buy will only carry products for those with mild-to-moderate hearing loss. People with severe or profound hearing loss should see a local ENT or audiologist.
Our suggestion: do your own research.
While Best Buy's team may have some basic information about their hearing aids, the challenge of training a 100K person strong salesforce on the intricacies of hearing health is significant.
I recently conducted a chat with Best Buy's team online and while they were friendly and responsive, the products they suggested were far from what I would actually choose. When I pressed for details on why one product had been recommended, the agent sent me some sales copy from that brand.
There's nothing too surprising about this exchange but it confirms my theory that consumers should do their research before heading into the store.
How can I find a local Best Buy with hearing aids?
Today you can select a hearing device at BestBuy.com and search for pickup locations near you.
Best Buy says they are working to roll out a store locator feature that can help customers identify which stores have the full hearing experience.
Are Best Buy hearing aids good?
The not-so-simple answer is it depends.
Best Buy will carry a wide variety of products, from PSAPs to OTC hearing aids. We suggest doing some research before you walk into the store. We also suggest that shoppers choose a brand with a credible background in technology and customer care.
Remember that although you might purchase your hearing aids from Best Buy, all customer care and consultation will happen directly with the original brand.
So what are the best hearing aid brands at Best Buy? That probably depends on your goals and budget, but I'm a fan of Lexie's Bose product, Eargo's invisible product, and Sennheiser's new All-Day Clear product.
If you are shopping online it might be worth buying direct from the brand you are interested in.
Every brand at Best Buy also sells hearing aids directly online. Hearing aid prices are usually the same on the brand site and Best Buy.
The main advantage to shopping on Best Buy is local pickup and 60 day returns (Vs. 45 day for many brands).
If you've tried shopping for hearing aids at Best Buy, we'd love to hear more about your experience—send us a note at [email protected].
More details on top products at Best Buy. 👇
In July 2022 Bose formed a strategic partnership with Lexie (a well respected hearing healthcare company) to release Lexie B1 hearing aids. In October they released a second model with rechargeable batteries. Then in May 2023 they added Bluetooth streaming capabilities for iPhone users. In January 2024 Lexie released a new and improved charger. Constant improvement on an already great product - we love to see it.
Lexie B1 and Lexie B2+ hearing aids are self-fit using an innovative app that allows hearing aid wearers to fit, program, and control their hearing aids with clinically proven, audiologist-quality results. Purchase B1 hearing aids for $849 or rechargeable B2+ hearing aids for $999 (compare models here).
- How it works:
✔️ Start by purchasing Bose online or at a local retailer
✔️ Once the product arrives at your home, you'll download the app and self-program the hearing aids to match your hearing loss.
✔️ If you need further adjustments, Lexie has a team of licensed professionals who can make remote updates or provide technical advice.
- Overall notes: If you have mild to moderate hearing loss, are comfortable with smartphone tech, and are on a budget, Bose is one of the most compelling products available.
- Price: $849 for a pair of B1 hearing aids or $999 for a pair of B2+ hearing aids
- Features: Rechargeable batteries, Bluetooth Streaming for iPhone users, Programming app, Behind The Ear Style
- What audiologists say: “One of the simplest to use OTC hearing aids, at a very competitive price. A solid option for those who want to self-manage their mild to moderate hearing loss.” - Garrett Thompson, AuD
Strong underlying technology
Self-fitting using the Lexie app
Affordable and rechargeable
Bluetooth for iPhone only
Only comes in one color
Costs $150 more than disposable battery version
Lucid Hearing is an under-the-radar brand in the OTC market but has some of the strongest technology and experience. The brand is best known as the manufacturer behind all of the Sam's Club hearing center hearing aids.
The brand released two impressive OTC devices in late 2022. Engage is Lucid's rechargeable, Bluetooth enabled and self-fit hearing aid that sits behind the ear. The product comes in several colors and has one of the most stable Bluetooth connections due to a patented antenna.
- How it works:
✔️ Start by purchasing Lucid Engage hearing aids online.
✔️ Once the product arrives at your home, you'll download the app and self-program the hearing aids to match your hearing loss.
✔️ If you need further adjustments you can take your hearing aids to a nearby Sam’s Club for free service or call Lucid’s hearing specialists.
- Price: $799 for a pair
- Features: Rechargeable batteries, Bluetooth streaming enabled for Android and iPhone, fully customized to your hearing loss using an app, behind the ear style.
Bluetooth streaming for iPhone and Android
Rechargeable
Self-fit
Packaging and recharge case are less sleek than Bose and Sony
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Fio is Lucid's invisible style product that offers rechargeable batteries and allows customization using the Lucid app.
The Lucid Fio is a lot like the Eargo hearing aid (although slightly larger) at around 40% less price. Like Eargo (and most invisible hearing aids), Fio does not allow Bluetooth streaming.
One notable feature in Fio is that in order to adjust programs or the volume, you will need to place the devices back in their recharge case.
- How it works:
✔️ Start by purchasing Lucid Fio hearing aids online.
✔️ Once the product arrives at your home, you'll download the app and self-program the hearing aids to match your hearing loss.
✔️ If you need further adjustments you can take your hearing aids to a nearby Sam’s Club for free service or call Lucid’s hearing specialists.
- Price: $999 for a pair
- Features: Rechargeable batteries, fully customized to your hearing loss using an app, nearly invisible design.
Rechargeable
Nearly Invisible
Self-fit
Volume and sound adjustments must be made while the product is in the charging case
Does not allow Bluetooth streaming
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Eargo is the disruptor in hearing health. Their product is rechargeable, invisible, and designed with a patented tip that allows your ears to breathe.
Eargo 7 was released in 2023 with new features that adapt to your environment as you move through your day. Eargo has raised hundreds of millions to design their product from scratch and what they've pulled off is impressive.
Think of this product as the Tesla of hearing health. Eargo is best for those with mild to moderate hearing loss. If you want to try something new, this is a great option.
- How it works:
✔️ Start by purchasing Eargo online or over the phone (or get a free sample product here).
✔️ Once the product arrives at your home, you’ll receive instructions to download the app and self-program the hearing aids to match your hearing loss.
✔️ If you need further adjustments, Eargo has a team of licensed professionals who can make remote updates or provide advice.
- Overall notes: Eargo stands out for its design, innovation, size, and telecare team. The price is a bit higher than other OTC options but still lower than the national average.
- Price: $2,950 for Eargo’s newest product (currently on sale)
- Features: Invisible, self-programmed, rechargeable
- What audiologists say: “If you are looking for invisible devices Eargo is one of the best options on the market.” - Ramsay Poindexter
Eargo is a tiny device that sits entirely inside the ear
Eargo is more affordable then custom mold hearing aids
Eargo is self fit using an app
Only appropriate for those with mild to moderate hearing loss
Requires some tinkering to fine tune the product
Eargo is not Bluetooth enabled due to the tiny size
Jabra Enhance Plus is a new product from GN Hearing (the parent company to ReSound). The earbud-style product is self-customized to your hearing loss and can alternate between amplifying the sounds around you, playing music and podcasts or both.
You can read my full review of Jabra Enhance Plus here. It hasn’t replaced my hearing aids, but it offers a great starting point for someone who isn’t ready to take the leap and needs support in specific situations.
- How it works:
✔️ Start by purchasing Jabra Enhance Plus hearing aids online.
✔️ Once the product arrives at your home, you'll download the app and self-program the hearing aids to match your hearing loss.
✔️ If you need further support you can call Jabra's customer service team. - Overall notes: Jabra Enhance Plus won't replace your all-day hearing aids but they can provide a boost to those with mild to moderate hearing loss that aren't ready to take the leap.
- Price: $799 for a pair
- Features: Self-fit, simple to get started, modern design, Bluetooth streaming and rechargeability
Modern headphone appearance
Fantastic music and podcast quality
Easy to use app
Not as comfortable as traditional hearing aids for all-day use
Picks up some wind noise
Go offers one of the lowest-priced OTC hearing aids on the market. The in-the-ear product provides a handful of programs for customization but is best for simpler listening environments like watching the TV or talking to someone 1-1.
Most consumers looking for a hearing aid are interested in hearing better in background noise. Go is unlikely to deliver on that need. The chip and sound processing are not sophisticated enough to sort out complex environments.
What Go does offer is quality construction, rechargeable batteries, clear sound in quiet environments, and strong customer service through HearX (the same company that services Bose and Lexie products).
One of the most affordable options on the market
Rechargeable batteries
Not suggested for background noise
Larger than other OTC options
Less customization to your hearing loss
Sony teamed up with WS Audiology (the second-largest hearing company in the world) to co-create its products. Sony's CRE-C10 devices are nearly invisible and offer prescription-grade sound quality controlled through your smartphone. CRE-C10 does not offer Bluetooth streaming or rechargeable batteries.
CRE-C10 uses a size 10 disposable battery that offers over 70 hours of continuous wear. Size 10 batteries are widely available and commonly used in small devices. Sony's hearing aids were released in mid-October, so there are few reviews of the product, but it's safe to say this will be a leading consideration for those who want an in-the-ear style device.
- How it works:
✔️ Start by purchasing Sony hearing aids online (likely coming to brick-and-mortar stores soon)
✔️ Once the product arrives at your home, you'll download the Sony Hearing Control app and self-program the hearing aids to match your hearing loss.
✔️ Use the app to make real-time volume and sound quality adjustments.
✔️ If you need customer support, you can contact Sony's customer service team. - Price: $999 on Amazon
- Features: Self-fit using an app, nearly invisible in most ear canals
Nearly invisible
High quality sound for a lower price
Self-fit at home
Not as small as OTC competitors like Eargo
Not rechargeable
Does not allow Bluetooth streaming
Sony teamed up with WS Audiology (the second-largest hearing company in the world) to co-create its products. Sony's CRE-E10 is slightly larger than CRE-C10 but comes with a slick headphone-like design, rechargeable batteries and Bluetooth streaming (currently only available for iOS).
This hearing aid offers prescription-grade sound quality controlled through your smartphone at home (no doctor involved). Sony's hearing aids were released in mid-October and reviews have been glowing. We expect CRE-E10 to be a leading consideration among people looking for a headphone/hearing aid hybrid.
- How it works:
✔️ Start by purchasing Sony hearing aids online (likely coming to brick-and-mortar stores soon)
✔️ Once the product arrives at your home, you'll download the Sony Hearing Control app and self-program the hearing aids to match your hearing loss.
✔️ Use the app to make real-time volume and sound quality adjustments.
✔️ If you need customer support, you can contact Sony's customer service team. - Price: $1,399 on Amazon
- Features: Self-fit using an app, Bluetooth streaming enabled for iPhone, stylish earbud design.
Rechargeable
Modern design
Self-fit at home
Not compatible with Android
More visible than smaller options
Likely less comfortable for all-day wear
