I have had a significant bilateral hearing loss since birth. Without hearing aids, I have approximately 45% normal hearing. With bilateral hearing aids, I have approximately 60% normal hearing. Every audiologist and ENT I have ever met is astonished that I went to college, grad school and professional school and work in a job that involves interacting with people. Most people with my degree of loss cannot do this.
I have never had insurance coverage for hearing aids as an adult and therefore pay for them out of pocket. For years, I bought a set at audiology practices or medical clinics and typically paid around $ 6000 per set and the clinic paid $ 3000 for them. I have to get the most powerful aids to deal with my degree of loss. The typical set lasts for 3-4 years before the manufacturer stops supporting them. Last time I checked, straight Medicare offers no hearing aid benefit.
Then, about 15 years ago, I read an article, possibly in Consumer Reports recommending Costco and I have bought all my aids there since. They are the second largest dispenser in the US, after the VA, I get a set of the top of the line Kirkland Signature in the canal aids for $ 2800, and they are made by ReSound, one of the top makers. The hearing aid manufacturers, to keep the audiology/ENT practices happy manufacture a special line of aids for Costco that don't have as many bells and whistles. For example, my set has three programs, controlled by an app, while the same set at an audiology practice has four programs.
My Costco audiologist used to work for the VA, and she says the VA supplies top of the line units to the veterans. She would tell you to go back to the VA and have them tinker with your existing set or give you another set. However, just about all the modern aids are controlled by an app. My current aids, for example, don't even have a volume wheel any more.
So speaking as someone who has to pay out of pocket, I am very satisfied with the products and services at Costco. I heard an apocryphal story that Jim Brotman, one of the co-founders of Costco, insisted early on that they carry hearing aids. His mother was hard of hearing and her struggles to find affordable hearing aids inspired him.