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SoundGear AMP hearing aids, manufactured by Starkey, are now being offered at approximately 100 Costco Hearing Aid Centers as part of a limited pilot program, according to multiple HearingTracker sources at Costco and contributors to our Costco Hearing Aids Facebook Members Group. This marks the first time Starkey—the only major global hearing aid manufacturer headquartered in the United States—has supplied products through Costco.
The SoundGear AMP line is based on the Starkey Edge AI platform. Starkey Edge AI utilizes an integrated chip with Deep Neural Network (DNN) processing to enhance speech understanding in noise, and earned a 4.2 (out of 5) overall rating from HearingTracker and an Expert Choice Award from the HearAdvisor independent testing lab. The new SoundGear AMP is being offered in rechargeable receiver-in-canal (RIC), in-the-canal (ITC), and completely-in-canal (CIC) models, as well as invisible-in-canal (IIC) and RIC 312 models with replaceable batteries. A full range of wireless accessories is also available at select Costco locations participating in the trial.
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Last month, Starkey launched its newest flagship Omega AI hearing aid line, which scored even higher than Edge AI in our testing and includes many “healthable” features, including an industry-first balance monitoring and alerting system to reduce fall risks, as well as a respiratory rate monitor.
The pilot rollout resembles Costco's October 2024 introduction of the Sennheiser Sonite hearing aid, manufactured by Sonova. Sonite, based on the Phonak Lumity platform, was initially offered in approximately 100 Costco locations before expanding nationwide this year. If the pilot program is successful, SoundGear AMP will join the brands Sonite, Jabra Enhance Pro (GN/ReSound), Philips HearLink (Demant/Oticon), and Rexton (WS Audiology/Signia) as prescription hearing aids offered at the retail giant—completing representation from all of the industry’s “Big Five” global manufacturers. Like its competitors, Starkey’s name does not appear on the SoundGear AMP branding.
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HearingTracker estimates that Costco now accounts for roughly 16% of all hearing aid unit sales in the United States, making it the second-largest distributor after the Department of Veterans Affairs (VA). Costco offers both prescription and over-the-counter (OTC) hearing aids through its hearing care centers, located in nearly 600 warehouses across the country. These centers are staffed by state-licensed audiologists and hearing aid specialists.
Starkey has long emphasized professional hearing care and individualized fitting, working primarily through independent hearing clinics and the company’s Audibel network. It remains the only “Big Five” global hearing aid manufacturer that has not launched an OTC product and, until now, has avoided partnerships with big-box retailers like Costco. However, Costco Hearing Centers often combine high-quality professional services with low prices. Although some outlets may not always have the staffing or time to address more complex hearing needs (e.g., individualized listening goals, severe-to-profound hearing losses, tinnitus complaints), they have demonstrated that they can provide exceptional value.
HearingTracker reached out to Starkey and Costco for confirmation and comment, but did not receive a response. This is consistent with Costco and its suppliers’ long-standing policy of not disclosing or commenting on their relationships or agreements related to hearing aids.
Karl Strom ist der Chefredakteur von HearingTracker. Er war Gründungsredakteur von The Hearing Review und berichtet seit über 30 Jahren über die Hörhilfenindustrie.