If you’re researching affordable hearing aids, you’re not alone.
Many people start by visiting a local clinic, only to find prices ranging from $5,000 to $7,000. That kind of sticker shock sends many people looking for better value.
Two of the most popular in-clinic alternatives today are:
- Costco hearing aids, purchased at a local Costco in-store clinic.
- Over-the-counter (OTC) hearing aids, which you can buy online or in retail stores without a prescription.
These two options are often compared because they cost less than traditional clinic care—but they work differently.
Below, we break down the key differences and help you figure out which path might be right for you.
Prefer to watch? Check out our video below 👇
What’s Changed: Brands Are Converging
Historically, online hearing aids were ultra-cheap, often amplified all sounds indiscriminately, and came from unknown brands.
But thanks to the FDA’s Over-the-Counter Hearing Aid Act, OTC hearing aids have improved significantly.
In fact, the two channels are beginning to converge, with many of the same hearing aid brands now available at both Costco and in the OTC market.
- Jabra Enhance Pro is sold at Costco. The same company (GN Hearing) also makes Jabra Enhance Select, available OTC online.
- Sennheiser hearing aids are available through Costco and also sold as Sennheiser All Day Clear in OTC channels. Both are made by Sonova, one of the largest hearing aid manufacturers in the world.
- Rexton hearing aids are offered at Costco and share much of the same tech as Sony OTC hearing aids, also made by WS Audiology.
Bottom line: The tech is often the same. The difference is how you access it.
How Costco Works
Costco is the largest single retailer of hearing aids in the U.S., and they’ve been in the category for over 20 years.
Here’s what to expect:
- Visit your local store. Most locations have a hearing aid center next to the pharmacy.
- Get a hearing test in a sound booth on-site.
- Choose from 3–4 major brands (usually Jabra, Rexton, Philips or Sennheiser).
- Return for fitting. Programming and setup are handled by a licensed professional (not necessarily an audiologist).
- Follow-up care is in-person. Adjustments are typically done at the store in follow-up appointments.
Appointments often book 2–3 weeks out, and you’ll need to go in more than once.
If you live near a Costco and already have a membership, it can be a convenient and reliable route.
1. Are You a Candidate for OTC?
OTC hearing aids are designed for mild to moderate hearing loss only.
If your hearing loss is severe or profound, you will likely need stronger devices and in-person support—Costco or a local clinic is the better route.
Not sure about your level of hearing loss? You can take a free hearing test on our site using headphones.
The test will give you a clear picture of your hearing range on a chart.
2. What Kind of Support Do You Want?
- Costco: In-person support. You’ll need to go back for follow-ups.
- OTC: Remote support via phone or app. If you buy through Soundly, we include a setup call with a licensed audiologist.
3. Price Comparison
- Costco: $1,500–$2,000 for a pair, with professional setup included.
- OTC: $500–$1,500. Our best-selling options—like Sony and Sennheiser All Day Clear—land around $999.
Keep in mind: Not all OTC products are worth your time. We’ve tested everything on the market, and we only recommend brands that meet our quality standards.
So, Which Should You Choose?
Choose Costco if:
- You prefer face-to-face support.
- You don’t mind visiting a store for testing and fittings.
- You already have a Costco membership and live near a location.
Choose OTC if:
- You like the convenience of ordering from home.
- You’re comfortable using a smartphone app.
- You want to spend less and still get high-quality options.
What We Recommend
Start with a hearing test—whether at Costco, online, or with us. That will help you decide what kind of device and care you need.
If you’re on the fence, try an OTC product first.
The risk is low: 45-100-day returns are standard with top brands, and you’ll learn what you like and what you need.
Final Word
There’s no wrong choice if you’re selecting from trusted brands and matching your care model to your preferences.
The tech is strong on both sides—the real question is how you want to access support.
Take our free hearing test to get started. Still have questions? Reach out to us at [email protected] or get in touch via text or call 1 (213) 460 1310. We help people navigate this decision every day.
