Hearing loss can feel overwhelming, but navigating the available solutions doesn't have to be daunting. Two of the most popular options in 2025 are Costco hearing aids and Oticon hearing aids. Despite their differences, they have much more in common than you might imagine.
Costco offers devices sold in-store at a lower price point, often sourced from major manufacturers and marketed under a different brand. You also benefit from comprehensive support at Costco Hearing Centers, including hearing tests and ongoing adjustments.
Oticon, on the other hand, is a premium brand typically fitted by licensed audiologists, featuring more advanced technology and extensive personalization. As you might expect, these are the most expensive devices in this comparison between Oticon and Costco.
We will take a closer look at Costco and Oticon hearing aids below, but know that these aren't your only options. Anyone dealing with mild to moderate hearing loss can consider a third path: buying their hearing aids online from CLARIA.
Our affordable hearing aids offer a simpler and more accessible approach to hearing assistance. You can order today and start hearing clearly within a few days of receiving your device. No hearing tests, no complicated setups. Prices typically start at $98. Find out more below!
"The CLARIA device finally allows me to hear people speaking from a distance." - Gloria
"I've been wearing them for two weeks and they are great. I highly recommend them. Their customer service is impeccable. I had a few issues at the beginning, but after speaking with support, everything was resolved. They even followed up with me several times since, just to see if everything was okay. The Bluetooth part is excellent." - Neal
"These ION Pro hearing aids are a game changer. My mother had tried several, but even at maximum volume she couldn't hear anything. These, set at 20%, are more than enough for her. She told me: 'with these, I hear like I did when I was born.' The new processor works very well and the app is simple to use. Order placed and delivered quickly. I will buy from CLARIA again in the future." - David
Comparison: Costco Hearing Aids vs. Oticon Hearing Aids
Feature
Costco Hearing Aids
Oticon Hearing Aids
Type of hearing aid
Prescription, or rebadged medical-grade models
Prescription only
Ideal for
Mild to profound hearing loss
Mild to profound hearing loss
Where to buy
In-person, at Costco Hearing Centers
At audiology centers or through licensed hearing professionals
Fitting & support
In-store hearing test and fitting; exclusive to Costco locations
Comprehensive clinical care, including real-ear measurements and follow-up
Popular models
Kirkland Signature 10.0, Jabra Enhance, Philips HearLink, Rexton
Oticon Real™, Oticon More™, Oticon Own™
Bluetooth streaming
Available on most models (iOS and Android compatibility varies)
Available on recent models, with hands-free calling and streaming
Price range (pair)
$1,399 – $3,000
$4,000 – $8,000 (depending on the professional and model)
Trial & warranty
180-day return policy; warranty varies by brand
Trial and warranty conditions vary by center; generally 2 to 3 years
Costco Hearing Aids: Pros and Cons
Costco might not be the first place that comes to mind for hearing health, but their hearing centers have quickly become one of the best resources for people who struggle to hear clearly. The appeal is obvious: everything in one place, at an affordable price.
What you get at Costco Hearing Centers
At Costco, the process begins with a hearing test performed by a licensed professional — an audiologist or a hearing instrument specialist, depending on the location — followed by the fitting and adjustment of the devices you have chosen.
You are then entitled to product demonstrations. Costco offers a wide range of brands, from its own Kirkland Signature house brand to Rexton and Jabra Enhance devices.
These are often rebadged versions of medical-grade hearing aids from reputable manufacturers like Sonova and WS Audiology. Why do so many people choose Costco? They are versions dedicated to mass retail, offered at a lower rate than many private office fittings; the real value depends on your needs, local pricing, and the included services.
The benefits of buying your hearing aids at Costco
Lower prices: Kirkland Signature hearing aids typically sell for around $1,399 a pair, much less than traditional prescription solutions.
High-tech features: Most models include rechargeable batteries, Bluetooth streaming, and noise reduction.
In-person fitting and follow-up: The best over-the-counter hearing aids certainly have their place, but Costco offers on-site fitting and follow-up; the appointments and services available vary by store.
A generous return policy: 180 days to change your mind, plus coverage for loss or damage, for peace of mind.
Wide presence: Hearing centers are located in hundreds of Costco stores across the U.S. There might be one right around the corner!
Things to know
Limited access to full audiology services: Costco Hearing Centers employ licensed professionals, but the staff varies from one store to another. Some centers employ audiologists, others employ licensed hearing instrument specialists. Both can legally fit and program hearing aids, but the scope of services may differ from what a full audiology clinic offers.
Proprietary software: Many models sold by Costco require the in-house fitting software; adjustments are therefore generally done at Costco Hearing Centers.
Appointment lead times: In many stores, you have to wait several weeks for a hearing test or follow-up. Not very convenient when you need to hear better immediately.
Less transparency about the manufacturer: The devices are of good quality, but they are rebadged. It is therefore difficult to make serious comparisons when doing your research.
Oticon Hearing Aids: Pros and Cons
Oticon is a leading global manufacturer, known for its innovation in sound processing and audiology-led design. These devices are exclusively available through audiology centers and private hearing healthcare professionals.
What are Oticon hearing aids?
Oticon produces a wide range of medical-grade hearing aids, such as the Oticon Real, Oticon More, and Oticon Own models. Each has its own features, and the audiologist managing your care will help you make your choice.
These hearing aids are based on the brand's proprietary Polaris sound processing and Deep Neural Network (DNN) platforms for more natural listening in complex sound environments.
They are powerful and sophisticated, there is no doubt. But at a price between $1,000 and $4,000 PER hearing aid, they remain out of reach for many. This is precisely what fuels the comparison between Costco hearing aids and Oticon hearing aids.
The strengths of Oticon
Advanced sound processing: Oticon's DNN technology learns from real-world soundscapes to deliver nuanced and clearer sound, even in background noise.
Customized fitting: Oticon manufactures RIC (receiver-in-canal), BTE (behind-the-ear), and ITE (in-the-ear) devices, as well as custom-molded solutions. You are sure to find the perfect format.
Tinnitus support: Many Oticon devices include tinnitus relief features.
Bluetooth streaming and recharging: Recent models support hands-free calls and audio streaming. Rechargeable versions are also available.
Professional follow-up: The devices are dispensed by licensed audiologists who perform thorough hearing tests and provide follow-up. This ensures that the device really works for you.
Caveats to keep in mind with Oticon
The price: Oticon hearing aids cost $2,000 to $8,000 a pair, depending on the model and the professional's markup. Insurance coverage varies and is generally limited. And this does not include the audiologist's support.
Accessibility: You have to make an appointment at a center that distributes Oticon products, which can be quite restrictive. You might have to drive if you live in a rural area.
No direct sales: Oticon does not sell hearing aids over the counter online. These devices are therefore less accessible to those seeking a simplified purchasing path.
Costco or Oticon hearing aids: which one is right for you?
The right choice between Costco hearing aids and Oticon hearing aids is a matter of nuances. It all depends on your budget, your hearing loss profile, and your expectations regarding personalization and follow-up.
Both options offer quality sound amplification. But they rely on completely distinct support models, and that is where the real difference between Oticon and Costco lies.
Think about your budget and lifestyle
Our advice: think about your budget and lifestyle, then lean toward the Costco/Oticon comparison that best suits you.
Costco offers hearing aids like the Kirkland Signature 10.0 and models from Rexton or Jabra Enhance. Expect to pay between $1,399 and $3,000 a pair. These devices offer Bluetooth streaming, rechargeable batteries, and directional microphones.
The main argument is the price. Costco's prices remain higher than over-the-counter solutions but lower than many private office fittings; the best value for money depends on your hearing needs and the follow-up you want. Take a look at our stylish hearing aids available at CLARIA for mild to moderate hearing loss — knowing that a single Oticon hearing aid can cost that much. It is not uncommon to pay $2,000 to $8,000 for a pair. Ask yourself what YOU need!
That said, you get what you pay for. Oticon hearing aids feature advanced sound processing platforms like Oticon More™ or Oticon Real™, customized programming, and ongoing clinical follow-up. Speaking of customized programming…
Customization possibilities
Oticon's technology allows for adapting the device programming based on a comprehensive diagnostic hearing test. The fitting protocol includes speech-in-noise testing, verification via real-ear measurement, and other best practices. The result: custom settings capable of adapting dynamically to your environment and preferences.
Costco devices sometimes offer a bit more limited customization than brands like Oticon, since the programming depends on the store's software and fitting protocols. Both audiologists and licensed technicians can make adjustments, but the depth of personalization does not always equal that of independent centers.
Note that the devices distributed by Costco rely on solid technology platforms, but the fine-tuning possibilities may be less extensive than with Oticon via an independent audiologist. Especially for highly individualized adjustments. That said, Costco still provides professional fitting and follow-up within its model.
Differences in support and technology
If we emphasize the difference in support between Costco and Oticon hearing aids so much, it is because this point matters immensely for people whose hearing difficulties are complex and multiple.
Oticon hearing aids provide access to in-center services, long-term follow-up, and advanced tinnitus management. They also integrate with the Oticon app ecosystem, which allows for remote adjustments, and the devices even support streaming.
Conversely, Costco's follow-up model is more standardized. You have access to in-person adjustments, but only at the retailer's stores. A real constraint for anyone who doesn't have a Costco in their city.
Does Costco sell Oticon hearing aids?
Let's answer a question we are constantly asked on the subject: DOES Costco SELL Oticon hearing aids? The answer is no.
Some devices sold at Costco come from manufacturers belonging to large hearing groups (like Demant, which also owns Oticon), but they are rebadged for this distribution channel.
In other words, you cannot walk into a Costco and walk out with an Oticon More or an Oticon Real. This distinction is important: the internal technology may have a common origin, but Costco models are designed for mass retail and come with different adjustment software, firmware, and support circuits.
Do you suffer from mild to moderate hearing loss?
Mild to moderate hearing loss doesn't initially feel like a "real" problem. You can still hear — just not always distinctly. You turn up the volume, you ask people to repeat themselves, or you tune out in noisy places because the effort required to follow along is exhausting.
This level of hearing loss is extremely common, and many people delay treatment, telling themselves they aren't "impaired enough" to wear hearing aids. Others, aware of their problem, immediately turn to more clinical solutions like Costco or Oticon.
But the truth is that this type of hearing loss calls for a completely different care model. It can be as simple as investing in one of the over-the-counter devices offered by CLARIA.
Why full clinical follow-up is not always necessary
A full clinical assessment by an audiologist is essential in cases of severe hearing loss, complex medical problems, or if you need cochlear implants or a very specific fitting. In some cases, prescription devices offer more technology and customization than a person with uncomplicated mild to moderate hearing loss actually needs.
If you only have mild to moderate hearing loss — the kind that makes phone calls more difficult or makes you miss words in groups —, a quality over-the-counter hearing aid will likely be a better choice.
These devices are regulated by the FDA and constitute a less expensive alternative for adults with mild to moderate hearing loss, although they do not replace prescription models in more complex cases.
In fact, you will find the best hearing aids under $200 — or even the best hearing aid under $100 — right here at CLARIA.
What makes CLARIA hearing aids so interesting?
CLARIA was created to serve those who have been left behind by traditional hearing care. You want real improvement without spending thousands of dollars or going through multiple steps. For adults with uncomplicated mild to moderate hearing loss, over-the-counter (OTC) hearing aids are a practical and less expensive option than prescription models. Our range of OTC hearing aids offers powerful amplification in discreet and easy-to-use designs, without breaking your budget. You can start without testing or appointments, for a fraction of the price charged at Costco or Oticon.
Each CLARIA device comes with a 45-day risk-free trial and lifetime customer support, because we believe that hearing better should remain simple and stress-free. We can even help you identify the ideal model!
Choosing the ideal model
Every hearing journey is unique. We offer in-the-ear and behind-the-ear devices, from the simplest to the most sophisticated. Here is how to see things clearly according to your needs and your comfort with technology:
Atom ONE ($98): ideal for beginners who want simplicity, without any adjustments. A single mode, 24 hours of battery life, and a discreet in-the-ear format.
Atom 2 ($189): excellent value for money, with 4 listening modes and noise reduction. Light and comfortable to wear.
Atom Pro 2 ($289): our best-selling in-the-ear device, with a UV-sterilizing charging case, 48 hours of battery life, and better background noise management.
ION ($489): a behind-the-ear model offering 4 listening modes, remarkable clarity, and 48 hours of battery life. Manual controls, no app.
ION Pro ($689): for those who want more control, this behind-the-ear model offers sound profiles adjustable from the app, Bluetooth streaming, and high-end noise reduction.
Whether you are looking for all-day battery life, Bluetooth, or simply more clarity, we will help you find the right device without paying for technology and support you don't need. Take the plunge today.
Oticon or Costco hearing aids: the final word
Many people compare Costco and Oticon hearing aids, but the comparison is less straightforward than one might hope. In short: if you are looking for a fully customizable hearing solution, followed by a qualified audiologist and providing access to Oticon's proprietary platforms, you will need to look beyond Costco.
On the other hand, Costco hearing aids may be very suitable if you are looking for a simple and affordable entry point to better hearing.
Our blog offers other resources on topics such as Costco versus Miracle-Ear hearing aids, Costco versus Sam's Club, Costco versus Kaiser, and many others. At this point, all that remains is to determine which approach makes the most sense for you.
Should you choose Costco or Oticon? Or would a more accessible solution better suit your level of hearing loss? There is no guarantee that our CLARIA devices are perfectly suited to your needs. But we are committed to advising you with complete honesty, every step of the way.
Contact our team to discuss your hearing loss and find out if one of our devices is right for you. Your order is covered by our 45-day money-back guarantee: you have nothing to lose!
