Private Label (white-label) Hearing Aids – an in-depth guide

Private-label hearing aids (also called white-label or own-brand hearing aids) are increasingly visible in retail clinics, big-box stores, and online. This article explains what they are, how they’re made and sold, the regulatory and service implications, pros and cons, and practical tips to evaluate them.

What are private-label hearing aids?

A private-label hearing aid is a device manufactured by an original equipment manufacturer (OEM) but sold under a retailer’s or clinic’s own brand name instead of the OEM’s brand.

Major global OEM brands include Phonak, Oticon, Widex, Signia, Starkey, Unitron, ReSound, Beltone & Bernafon.

Hearing aid chains contract with a manufacturer to supply devices that are re-badged and often bundled with the retailer’s own service package. This allows chains to market the technology under a uniform brand identity, aligning their service with the product itself. It also simplifies marketing by consolidating the product messaging around the chain's reputation and care standards, rather than underlying brand names.

Think of supermarket store branded products, like Coles and Woolworths 'home-brand' products; the same idea applies in hearing care.

How the supply chain works

A major hearing-technology manufacturer (for example Sonova, GN ReSound, Demant/Oticon, WS Audiology/Widex/Signia, Starkey) produces hearing aids, software and chipsets.

A retailer or clinic negotiates a supply and branding arrangement: devices are produced to spec (sometimes similar or identical to an OEM model) and labeled with the retailer’s name.

The retailer then bundles its own pricing, warranty & fitting/service plan.

Common examples - Costco, Amplifon, Specsavers, Hearing Australia

Costco’s “Kirkland Signature” hearing aids, which have been manufactured for Costco by established OEMs at various times. Large retailers and national clinic chains, such as Amplifon, Hearing Australia and Specsavers sell their own branded aids hearing aids under private labels - Ampli, Hearing Australia and Advance. These arrangements can change over time as supplier contracts change.

Regulation & safety

In Australia, hearing aids are regulated medical devices and must comply with TGA requirements, including labelling and inclusion on the Australian Register of Therapeutic Goods (ARTG). The TGA provides guidance on labelling and device registration — this applies regardless of whether the device is sold under a private label.

Pros & Cons and consumer risks

The main benefit of private label hearing aids is perceived lower prices. By controlling branding and bundling, chains can sometimes offer lower list prices compared with some premium branded channels, however, direct comparisons against branded hearing aids is often challenging (see below). Many private-label offerings target value-conscious buyers.

However, there can be serious drawbacks of private label hearing aids:

• Lock-in / limited interoperability: Some private-label devices are sold with proprietary software or restricted programming that makes it harder for other clinicians to service or reprogram the aids if you move or change providers. Several clinician reports and industry blogs highlight cases where private-label devices were harder to support outside the selling chain. This can affect repairs, software updates and future support.
• After-sales care variability: The quality and scope of ongoing care (fine tuning, counselling, repairs) usually determine long-term satisfaction. A low upfront price is less valuable if follow-up service is poor or costly.
• Product continuity and parts availability: If a private-label retailer discontinues a line or switches suppliers, getting replacement parts or compatible accessories can become more difficult than with a major OEM brand that maintains open clinician support channels.
• Transparency issues: Most hearing aid chains do NOT disclose the OEM manufacturer or the technical equivalence to known brand devices, which means you do not always know what you're actually buying, whether it's the latest technology or is de-featured in any way. There have been reports of inclusion of older-generation technology without clear disclosure.

How to evaluate a private-label hearing aid

Use this checklist when comparing private-label to branded hearing aids:

Sources:

• Hearing Review / Hearing Health Matters / Forbes Health — industry reporting on private-label arrangements (e.g., Costco/Kirkland partnerships with Sonova) and manufacturer relationships.
• Audiology Now: The Sound of White – Behind the White Label
• Audiology Now: The Clinical Challenges of Private Label Devices
• Value Hearing and clinician blog posts — practical clinician perspectives on serviceability and real-world issues with private labels.
26th Aug 2025 Ryan