Costco Hearing Aids Review: A Closer Look

Outside of the Veteran’s Administration, Costco is by far the largest provider of hearing aids in the United States. In recent years analysts have pegged Costco to currently hold potentially as much as 12-15% 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, three of the ‘Big 5’ global hearing aid manufacturers are selling their hearing aids in Costco warehouses across North America.

Reviewing Hearing Aids Available at Costco: An Overview

A lot has changed at Costco as the number of hearing centers has expanded across the US, but especially over the past year. In November 2022, Costco and Phonak parent company Sonova ended their relationship, which resulted in a reduction of hearing brands on offer at the warehouse (scroll down for a discussion of discontinued models, like Phonak).

As of late 2023, there remains only 3 hearing aid brands being sold at Costco: Rexton, Jabra and Philips.

Jabra Hearing Aids

Costco offers Jabra Enhance Pro 20 hearing aids, starting at $1,599 for a pair ($100 less than the Enhance Pro 10 was previously listed at), which comes standard with a premium recharging hearing case.

Jabra is well-known for producing consumer headphones and office headsets and is actually owned by GN Hearing, the manufacturer of ReSound hearing aids available outside of Costco. (Readers may be aware that in 2021, GN decided to replace ReSound in Costco with the more consumer-oriented Jabra brand).

The flagship Jabra Enhance Pro 20 product at Costco is the rechargeable micro Receiver In Ear (RIE) 60S, the smallest receiver-in-ear style offered. It provides a full set of features including Bluetooth streaming, compatibility with iOS and Android devices, and tap controls to answer calls by tapping your ear.

A premium rechargeable lithium-ion battery provides around 30 hours of use per charge. The included Premium Charger allows charging on the go (holding up to 3 additional charges). The micro RIE 60S is IP68 rated for maximum dust and water protection.

The Jabra Enhance Pro 20 RIE 62 is a slightly larger RIE that uses a size 13 disposable battery. It has all the same audio processing and Bluetooth streaming capabilities as the micro RIE 60S. Additionally, the RIE 62 includes a telecoil for use with loop systems.

Both Pro 20 RIE models feature Auracast technology, which will allow streaming of audio broadcasts from venues when the system is implemented. This makes them ready for future connectivity.

Key features provided in the Jabra Pro 20 RIEs include noise reduction, feedback cancellation, wind noise reduction, and synchronized ear-to-ear switching. The Environmental Optimizer automatically adjusts settings based on the sound environment.

The Jabra Enhance Pro smartphone app allows for some remote programming adjustments. It also includes handy features like Check My Fit to guide proper insertion and help locating lost hearing aids.

Like ReSound’s ONE, OMNIA and latest Nexia hearing aids found outside of Costco, the Jabra Enhance Pro 20 also has the optional Microphone & Receiver-in-Ear (M&RIE) technology, which combines two microphones on the hearing aid casing with an additional microphone built into the receiver housing placed in the ear. It takes advantage of the ear’s natural ability to collect and amplify sound, improving sound localization, reducing noise from behind, and minimizing wind noise.

For those looking for custom hearing aids, Costco does offers Jabra Enhance Pro 10 custom hearing aids* including rechargeable ITE and ITC styles, and a non-rechargeable CIC model. The ITE and ITC have features like Bluetooth streaming, while the CIC uses a 10A battery and lacks wireless connectivity.

*Custom aid pricing is generally higher than RIE styles due to specialized earmolds and services required.

Costco also provides a selection of accessory devices for compatible Jabra hearing aids, including the TV Streamer 2, which allows direct streaming of television audio, and the Multi Mic and Micro Mic, which enable direct streaming of audio from external sources such as partners or speakers in meetings.

Additionally, Costco offers two remote control options for easy volume and program adjustments, although these updates can also be made through the accompanying app or buttons on most models of the hearing aid. Every pair of Jabra Enhance Pro hearing aids includes a charge case that requires connection to a wall outlet during charging. However, an upgrade to a premium case is available, which can hold up to three charges within the case itself for convenient on-the-go charging.

Like GN devices outside of Costco, the Jabra Enhance Pro 20 offers directed connectivity to iPhone and some selected Android devices. The company’s smartphone app, the Jabra Enhance Pro app is nearly identical in look and function to ReSound’s Smart 3D app.

In addition to allowing the user to adjust the sound and programs, the app allows for remote adjustment capability (telehealth) features.

_{**Jabra Enhance Pro 20 hands-free calls are compatible with iPhone 11 or later, iPad Pro 12.9-inch (5th generation), iPad Pro 11-inch (3rd generation), iPad Air (4th generation), and iPad mini (6th generation or later) and later iPad models, with software updates iOS 15.3 and iPadOS 15.3 or later.
***Visit jabra.com/help/enhancepro for a list of compatible devices}

With a choice of rechargeable and disposable battery options, IP68 rating, and technology like Auracast, the Jabra Enhance Pro 20 RIE models offer robust capabilities for Costco members seeking an advanced receiver-in-ear hearing aid.

Rexton Hearing Aids

While it may not be as recognizable a brand name, Rexton aids are manufactured by WS Audiology, one of the largest hearing aid manufacturers in the world. They can be found at Costco stores in the US, HearUSA retail centers and were also previously offered at CVS until CVS closed its hearing aid centers nationwide in 2019.

With the company upgrading their flagship RIC device, it’s unclear when they might be upgrading their instant-fit CIC offering (the size 10 battery powered, M-Core iX instant-fit CIC) in favor of the new, rechargeable model on the newest platform – the Reach inoX-CIC Li. 

The older technologies, which are likely still available would include:

• BiCore R 312 RIC – RIC with disposable 312 battery lasting up to 89 hours. Offers Bluetooth streaming and Android/iOS direct connectivity. CROS version available.
• BiCore Slim RIC (SR) – Sleek, rechargeable RIC providing 17 hours streaming time and direct streaming. IP68 rating and 5 color combination options.
• BiCore B-Li Rugged BTE – Robust BTE made for active lifestyles, with rechargeability, IPX8 water protection rating, and up to 39 hours of battery life. Great for vigorous activity and exercise.

Rexton, like their other counterparts in Costco, offer wireless accessories and compatibility with smartphone apps.

The Smart Transmitter 2.4 enables a seamless connection between your TV or stereo system and one or more hearing aids, delivering Dolby Digital sound directly to the wearer.

Among the Rexton accessories, the Smart Mic serves as both a companion microphone and a remote control. Its versatility extends to streaming audio from Bluetooth-enabled devices that lack direct streaming capabilities, making it particularly beneficial for older Android phones or Bluetooth hearing aids without direct streaming to iOS or Android devices. The Smart Mic functions by connecting to both the Bluetooth device and the hearing aid, transmitting sound from the device directly to the wearer’s ears.

The Smart Key serves as a subtle remote control for Rexton hearing aids, allowing easy volume adjustments and program switching.

Rexton has a long history in Costco and was the supplier of the previous Kirkland Signature 7.0 and Kirkland Signature 8.0 hearing aids, prior to the release of the KS 9.0 model in July 2019.

Philips Hearing Aids

Philips hearing aids are among the newest addition to Costco and currently offers the HearLink 9040 series, which includes a rechargeable receiver-in-the-canal (RIC) model and a smaller miniRITE version with disposable batteries. These aids are said to feature:

• AI Noise Reduction technology allows you to hear speech clearly, and easily, even in noisy and busy environments.
• The new SoundProtect feature can quickly detect, identify and reduce a wide range of unwanted/irritating sounds including wind noise, handling noise and transient noise.
• The new Philips HearLink 2 app now combines both remote control and remote fitting features in just one app.
• A full day of hearing after just 3.5 hours of charging, saves you time and money from changing batteries. Easier for you, better for the planet.
• The hands-free communication feature streams sounds directly to and from your iPhone and iPad.
• A HiFi Music feature further enriches the listening quality, amplifying music beats to intensify the sounds.

The aids are said to incorporate AI Sound Technology that trains the device to prioritize speech in noisy environments. They also include SoundProtect, which automatically reduces sudden loud noises and minimizes the impact of wind and handling noise. The HearLink models are compatible with iPhones and offer wireless audio streaming. They incorporate multichannel directional microphones and active noise management to adapt to changing listening environments. The SoundMap 2 sound processing software aims to enhance speech comprehension in noisy settings. Costco also provides the HearLink 2 app for remote control and programming adjustments, along with wireless accessories such as the Philips AudioClip, TV adapter, and remote control. The HearLink aids have a telecoil and IP68 rating for dust and moisture protection.

• Philips AudioClip–Allows for hands-free phone calls via 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.

Costco Hearing Aid Prices

Unlike many hearing aid retailers, Costco is unique in that it maintains a set pricing structure – it used to offer a range of prices in 3 tiers, but now instead is focused on streamlining their pricing model.

Prices vary somewhat by state, but have recently ranged from $1249-$1499 each (some companies also charge an additional fee for charging case), although in response to the Kirkland being removed, the company has lowered overall pricing – now at $1499-$1699/pair *

_{*While there is a set price structure for majority of states, California stores have typically added an additional $50-100 to the unit price of hearing aids, due to “increased cost of business” in that state.}

Phonak Hearing Aids (Discontinued at Costco)

Phonak became the 4th vendor in Costco after launching its Brio hearing aids into Costco in 2014. The company had 4 generations of the Brio hearing aid family in the warehouse before ending its relationship with Costco in late 2022.

The Brio 4 was available in Behind-The-Ear (BTE) with 13 or 312 battery, and custom models.

According to Phonak, the Brio 4 features included:

_{**Note: Phonak parent company, Sonova, was the supplier of the Kirkland Signature 9.0 and  10.0 hearing aids}

GN ReSound (Discontinued at Costco)

GN had partnered with Costco for many years, including several under its flagship hearing aid brand – ReSound. However, in 2021, the company decided that for the Costco channel, providing hearing aids under a more widely recognized consumer brand made sense, which is why the company launched Jabra hearing aids into Costco in 2021.

ReSound hearing aids are available outside of Costco, but are no longer available for purchase at the warehouse

Bernafon Hearing Aids (Discontinued at Costco)

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, re-launched its new Philips-branded devices in Costco warehouses in May 2019.

Kirkland Signature Hearing Aids – (Discontinued – for Now)

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 up until 2022, it was one of the biggest sellers (if not the biggest) in warehouses across North America.

Kirkland hearing aids, historically, had 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 last model of Kirkland Signature 10.0 hearing aids, and previous KS 9.0, were 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, which have historically ranged $1249-$1499 USD per aid). 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)

This pricing strategy of Costco’s KS brand is in line with recent calls for lower pricing to increase access and affordability to amplification, most notably from the NAS and PCAST reports.

The last Kirkland model on offer in late 2022, the KS 10.0 devices were sold for $1,399/pair, which were for the first time offered in a rechargeable form factor (the previous KS 9.0 hearing aids were only available in battery-powered model).

To make up for the missing Kirkland brand, the company restructured its pricing on existing hearing aids, lowering the price to make them more affordable, although they are still not quite as inexpensive and it’s unclear whether or not Costco will unveil a new KS model in late 2024 or whether it will continue as-is for the foreseeable future.

Costco Now Offering Remote Hearing Aid Adjustments

In response to the pandemic, which resulted in closings and reduced hours for many locations, Costco began offering remote programming for ‘select hearing aids’. Thanks to modern technology, many of the hearing aids sold today have Bluetooth connectivity and can offer these types of capabilities, including those produced by Rexton, Phillips and Jabra.

The feature, previously unavailable, is advertised on the Costco website as a service available to members.

Is Costco the Right Choice for Hearing Aids?

For the price, Costco’s hearing aid offering can be hard to beat. The hearing aids carried at Costco are made by some of the biggest hearing aid manufacturers in the world and at Costco’s low prices, it can be a very good value for the consumer.

However, as noted above, the choice and selection can be limited (which is why prices are so low). Also, Costco doesn’t bill insurance, which can also be a deterrent for some (they don’t participate in the UHC hearing aid program, for example) and they don’t do payment plans. Therefore, like with any big decision – do your homework and make sure it makes sense for you.

Visit the company website to learn more.