Updated May 2022
Outside of the Veteran’s Administration, Costco is by far the largest provider of hearing aids in the United States. Analysts have pegged Costco to currently hold more than 11% market share of all hearing aid sold in the US, with continued growth rates of its hearing aid centers over the past several years exceeding 20% year-over-year.
As Holly Hosford-Dunn, PhD, pointed out in her series on Costco’s Hearing Aid Center growth and business model, “As fast as Costco warehouses have multiplied, Costco Hearing Aid Centers have multiplied faster.”
Understandably, hearing aid manufacturers have been watching this trend for years and have taken notice. Today, four of the “Big Six” hearing aid manufacturers (which in 2019, became the Big 51) are selling their hearing aids in Costco warehouses across North America.
Reviewing Hearing Aids Available at Costco: An Overview
Hearing aid brands available for sale at Costco Hearing Aid Centers in 2022 include: Phonak, Rexton, Jabra, Philips and Kirkland Signature.
GN ReSound – Now Jabra
Following in the footsteps of rival Demant, who replaced its Bernafon brand in Costco stores with Philips two years prior, in June 2021 GN decided to replace its flagship ReSound brand within Costco with a more “consumer friendly” and recognized audio brand –Jabra.
The company’s Enhance Pro hearing aids benefit from GN’s latest hearing innovation, the unique Microphone and Receiver in Ear (M&RIE), which is currently only offered in its premium ReSound ONE devices.
The new line-up includes three receiver in the ear (RIE) style hearing aids with features that include rechargeable options with up to 30 hours of power from one charge, direct streaming from iOS and Android™ devices and Bluetooth® Low Energy. An optional premium charger is also available, which includes a built in battery to allow charging on the go.
The new Jabra Enhance Pro hearing aids replace the ReSound Vida and Preza family of hearing aids that were previously offered at Costco.
The Jabra Enhance Pro hearing aids are also compatible with various wireless accessories:
Price on the Enhance Pro hearing aids from Jabra are said to start at $1799.
Phonak became the 4th vendor in Costco after launching its Brio hearing aids into Costco in 2014. Currently, the company continues to offer the Brio 4, which is available in Behind-The-Ear (BTE) with 13 or 312 battery, and a line up of custom models.
According to Phonak, the Brio 4 features include:
- Directly connects to any Bluetooth®-enabled device including iOS® and Android™ smartphones
- Truly hands-free calls
- Telecoil for connectivity in places with hearing loop technology (i.e. churches, theaters)
- IP68*: designed for durability and protection against dust and moisture
- Enjoy all day comfort and discretion thanks to a sleek, innovative design
- Control your hearing aids with the myPhonak app
Recently, Phonak began offering the Brio 5 – which is offered in 2 Behind-The-Ear (BTE) form factors.
The Brio 5 B-PR, a rechargeable BTE, offering the flexibility to fit mild to severe hearing losses. Touch Control allows wearers to accept/end calls, pause/resume streaming and access Bluetooth-based voice assistant apps.
The Brio 5 B-675 is a super power BTE for severe to profound hearing loss.
The following wireless accessories are currently available for the Brio devices, according to Phonak:
TV Connector Easy Line
-Enables direct media streaming to both of your hearing instruments
-Dolby compatible, plug-and-play TV and media streaming
PartnerMic Easy Line
-Worn by your conversation partner to stream their voice directly to your hearing instruments
Remote Control Easy Line
-Simple remote for volume or program adjustments
-Remote Control: Adjust and control the volume of your hearing aids and adapt to your environment with customized programs on your smartphone
-My Hearing Aids: Get more information about your hearing aids’ personalized programs and statistics
Pricing on 2 Phonak BTEs starts at $2499.99, with 2 Phonak custom aids starting at $2699.99
**Note: Phonak parent company, Sonova, is the supplier of the Kirkland Signature 10.0 hearing aids
While GN ReSound and Phonak are familiar names, both inside and outside of Costco, Rexton is not quite as familiar. A sister company to Signia (formerly Siemens), Rexton aids can be found at Costco stores in the US and were also offered at CVS Hearing Centers until CVS closed its hearing aid centers nationwide in early 2019.
The newest technology available from Rexton is the BiCore C R-Li, reciever in canal (RIC) style hearing aids. These new hearing aids offer direct streaming to your iPhone and ASHA-compatible Android phone. They also come with a portable charger, which offers up to 3 days of full charges without having to plug it in.
Rexton’s Motion Core (M-Core) line-up offers a full family of hearing aid styles to fit a wide range of hearing losses:
The M-Core family is currently offered in a full line of BTE, RIC, and Instant-Fit styles.
Rexton, like their other counterparts in Costco, offer wireless accessories and compatibility with smartphone apps.
Currently a pair of premium Rexton hearing aids is priced at $1799.99
Part of the Demant Group (which also owns the Oticon and Sonic hearing aid brands), Bernafon had been present in Costco for many years. However, in spring of 2019, the company decided to remove the Bernafon brand from Costco and instead, launched its new Philips-branded devices in Costco warehouses in May 2019.
Until Jabra entered Costco last year, Philips hearing aids were the newest addition to the company’s hearing aid line up. The Phillips aids were released in US Costco stores in early May 2019. The Philips HearLink hearing aids at Costco include the following styles:
- miniRITE T
- miniRITE T R (lithium-ion rechargeable)
- BTE P
The Philips HearLink 9030 rechargeable hearing aid utilizes AI sound technology.
This newest innovation is said to train the hearing aid to first listen to speech in noise, then apply the learning to make speech clearer even in noisy environments.
Philips HearLink 9030 also includes improved connectivity options to directly stream sound from your iPhone® and now, Android™ smartphones.
The hearing aids are also compatible with additional accessories, which can be purchased separately:
- Philips AudioClip–Use your AudioClip to make hands-free phone calls to iPhone and Android™ phones.
- Philips TV Adapter–Stream the sound directly to your hearing aids from your TV.
- Philips Remote Control–Allows for discreet changes to hearing aid volume and program.
Philips hearing aids at Costco are offered at starting price of $1799.99 a pair.
2022 Costco Hearing Aid Prices
Unlike many hearing aid retailers, Costco is unique in that it maintains a set pricing structure2 and
offers technology at 3 levels: Entry level ($499.99 each), Advanced ($899.99 each) and Premium ($1,299.99 to $1,499.99 each). The most popular styles of hearing aids, such as the Receiver-In-Canal (RIC) or Completely-In-Canal (CIC), are not offered in the Basic level of technology.
Costco’s current lineup consists of the following premium devices:
- Rexton BiCore and M-Core
- Phonak Brio 4 & Brio 5
ReSound Vida & Preza
- Jabra Enhance Pro
Bernafon Zerena 9
- Philips HearLink
- Kirkland Signature 10.0
Prices vary somewhat by state, but generally range from approximately $1799-$2699/pair (some companies also charge an additional fee for charging case), with the exception of the Kirkland Signature 10.0 devices ($1399/pair) that are described below.
Kirkland Signature Hearing Aids
While many people today know that Costco is a major supplier of hearing aids, many are unfamiliar with the company’s Kirkland Signature hearing aid brand, even though it is now one of the biggest sellers (if not the biggest) in warehouses across North America.
Kirkland hearing aids, historically, have only been produced by 2 companies: Rexton and GN ReSound (Interton, which was acquired by ReSound in 2005, produced the early Kirkland model). However, the latest Kirkland Signature 10.0 hearing aids, and previous KS 9.0, are manufactured by Phonak parent company, Sonova.
Kirkland Signature hearing aids are considered premium-level technology, but are offered at a much lower price than the Costco’s typical premium aids (as noted above). With each successive generation of Kirkland Signature (KS) hearing aids over the past several years, the price for a pair of instruments has been lowered by $100/pair:
- KS 4.0: $1,999/pair (manufactured by Rexton)
- KS 5.0: $1,899/pair (manufactured by GN ReSound)
- KS 6.0: $1,799/pair (manufactured by GN ReSound)
- KS 7.0: $1,699/pair (manufactured by Rexton)
- KS 8.0: $1,599/pair (manufactured by Rexton)
- KS 9.0: $1,499/pair (manufactured by Sonova)
- KS 10.0: $1,399/pair (manufactured by Sonova)
The latest KS 10.0 devices are offered at $1,399/pair, which are for the first time offered in a rechargeable form factor (the previous KS 9.0 hearing aids were only available in battery-powered model).
It’s anticipated, perhaps in the second half of 2022, that there may be a newly announced KS 11.0 device, but it’s unclear whether this announcement will be delayed further in light of the ongoing product delays faced by hearing aid manufacturers due to pandemic shutdowns over the past two years.
Costco Hearing Aid Center Reduced Services Due to COVID-19 – Update
As a result of the COVID-19 pandemic, over the past 2 years, many Costco locations had placed limits on hours and services. This had an impact on the company’s hearing centers, as well as other Costco departments, across the US.
Until the spring of 2022, the company had posted the following notice on their website
“To help limit personal contact and create more space for social distancing, Costco has reduced service in some departments. At some locations, there will be limited or no service at the Hearing Aid department, Costco Optical, the floral department and the jewelry department. Limitations vary by location. Costco members may continue to shop for some of these items at Costco.com.
Regulations in some states, territories or cities have limited purchases to only essential items. Items deemed non-essential may be purchased at Costco.com. Adhering to these regulations requires that Costco not sell normally available items or categories at its locations.”
Costco Now Offering Remote Telehealth Hearing Aid Adjustments
In response to the pandemic, Costco began offering remote programming options for ‘select hearing aids’. Presumably these select devices are most likely wireless hearing aids with companion apps that offer the ability to connect remotely to a hearing professional.
The company continues to offer free remote services to their members.
With many of the latest hearing aids, individuals interested in remote services should contact their local hearing aid center to learn more.
- The “Big Six” are now known as the “Big 5” following the merger of Widex and Signia in 2019. Today, the only major hearing aid manufacturer not selling hearing aids in Costco is Starkey Hearing Technologies.
- While there is a set price structure for majority of states, California prices add an additional $50-100 to the unit price of hearing aids, due to “increased cost of business” in that state.