Why private-label hearing aids could be a great choice

Hearing aids have become high-tech devices. Each hearing aid has a computer chip embedded in it. This means the devices can be programmed to adjust to your hearing needs.¹

So it’s not surprising that getting a pair is an investment. How big of one? The average price for prescription hearing aids without insurance or discounts is roughly $4,000.² But that doesn’t mean you have to pay that much for high-quality devices. 

That’s where private-label hearing aids come in. They’re typically more affordable. Yet they have many of the same tech features as name-brand devices.

Read on to learn what private-label devices are all about. And why they could be a good choice for you.

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What does “private label” mean?

You’ve probably seen private-label products at your grocery store. The store’s brand of canned soup, for example, might be on the shelf right next to the same item from national brands. The store brand is made just for that retailer and often costs less.

But the ingredients are usually similar in both the store-brand item and the big-brand item. In many cases, store brands are made by the same large companies that make the national brands.³

That’s one way to think about private-label hearing aids. These types of hearing aids are typically made by one of the major hearing aid companies. But they’re sold under a different brand name by specific networks or retailers, says Brandon Lewis. He’s a licensed hearing aid dispenser and product manager for UnitedHealthcare Hearing.

For example, UnitedHealthcare Hearing has its own private-label brand called Relate®. These hearing aids are sold only through providers in the UnitedHealthcare Hearing network.

The benefits of buying private-label hearing aids

There are several reasons to consider private-label devices.

• High-tech features: Private-label hearing aids deliver up-to-date technology and advanced features that compare to leading brand-name devices. They’re designed to help people hear better wherever they are.
  
  Private-label devices are most likely Bluetooth-enabled. For example, Relate hearing aids come with built-in Bluetooth. They also come with an app that can be used to fine-tune the settings, find a lost hearing aid and more.
   
• A range of products: There are many types of prescription hearing aids. Some sit behind your ear. Others go inside the ear, and some fit into the ear canal.⁴ Many private-label hearing aid brands — including Relate — offer a wide range of products for different degrees of hearing loss.⁴ 
   
• Lower cost: This is one of the biggest benefits of private-label hearing aids. They often cost less than devices from major brands.

Two other things to ask about before you buy

Like any electronic device, hearing aids need to be serviced from time to time. So it’s important to learn about the warranty that comes with your devices. And to understand the network of providers who can support you.

• Warranty: Hearing aids can last as long as 5 to 7 years.⁵ But people get new devices every 3 to 4 years on average, says Lewis. So the type of warranty you have matters. For example, AARP Hearing Solutions offers a 4-year warranty for brand-name prescription hearing aids and a 3-year warranty for Relate. Other companies’ warranties may vary from 1 to 3 years.
  
  “Something may happen with your device. And it may need a repair or replacement,” Lewis notes. It’s also important to have your hearing aids checked every year by a hearing care professional.
   
• Provider network: When you buy private-label hearing aids, you are locked in to a specific brand. That means you can get your devices serviced only by that retail chain or provider network.
  
  That’s fine if you live near the place where you bought your hearing aids. But what if you’re traveling? Or you move to another part of the state or country?
  
  This is why it helps to have an extensive network of providers. UnitedHealthcare Hearing, for instance, has a large national network of more than 6,500 hearing care professionals.
  
  In fact, Relate is a great option if you’re considering private-label devices. “We take a lot of pride in making sure we have some of the latest technology at some of the best pricing out there,” says Lewis.

Did you know that you may be able to request a no-cost hearing exam and consultation through AARP Hearing Solutions? Request an appointment.

Sources

1. Hearing aids: How to choose the right one Mayo Clinic. Accessed October 23, 2025.
2. Why do prescription hearing aids cost so much? Hearing Health Foundation. Accessed October 23, 2025.
3. Store brand facts Private Label Manufacturers Association. Accessed October 23, 2025.
4. The best hearing aids in 2025 National Council on Aging. Accessed October 23, 2025.
5. Frequently asked questions about hearing aids Johns Hopkins Medicine. Accessed October 23, 2025.

Information is for educational purposes only and is not a substitute for the advice of a licensed medical provider. Consult your provider prior to making changes to your lifestyle or health care routine.

AARP Hearing Solutions is available to all AARP members and does not require a health insurance plan from UnitedHealthcare. The AARP hearing program discount cannot be combined with any other discounts, promotions, coupons or hearing aid benefit plans unless noted herein. Products or services that are reimbursable by federal programs including Medicare and Medicaid are not available on a discounted or complimentary basis. AARP commercial member benefits are provided by third parties, not by AARP or its affiliates. Providers pay a royalty fee to AARP for the use of its intellectual property. These fees are used for the general purposes of AARP. Some provider offers are subject to change and may have restrictions. Please contact the provider directly for details. UnitedHealthcare Hearing is provided through UnitedHealthcare, offered to existing members of certain products underwritten or provided by UnitedHealthcare Insurance Company or its affiliates to provide specific hearing aid discounts. This is not an insurance nor managed care product, and fees or charges for services in excess of those defined in program materials are the member's responsibility. UnitedHealthcare does not endorse nor guarantee hearing aid products/services available through the hearing program. This program may not be available in all states or for all group sizes. Components subject to change.

Relate® is a registered trademark of Ear Professionals International, LLC and is manufactured by Sonova. For assistance, if needed, or to report unexpected operations or events please contact Sonova at [email protected].