For the first time, adults with mild to moderate hearing loss in the US will be able to buy over-the-counter hearing aids. Those who are under 18 or who have severe hearing loss will still need a prescription. In July, President Joe Biden signed an executive order meant to promote competition; it encouraged the US Food and Drug Administration allow over-the-counter, prescription-free hearing aids, and the FDA announced the long-awaited rule change in August. The move ushers in options that should be cheaper and possibly even better. Now, instead of getting a prescription and having a custom fitting with a hearing health professional, adults can buy hearing aids directly from a store or online. Some doctors estimate that 90% of the population with hearing loss could benefit from these over-the-counter devices. Experts say the move is a "game-changer." The number of people with hearing loss is substantial. About 1 in 8 people in the US ages 12 and older has hearing loss in both ears. About a quarter of people 65 to 74 have hearing loss. On average, people spend at least $4,000 out of pocket for devices for both ears, according to a 2020 study published in the medical journal JAMA. Prices can vary: Large retailers may offer a pair for about $1,400, but some can cost as much as $6,000 per ear. Until now, five companies have controlled 90% of the global marketplace for hearing aids. That kind of consolidation meant there was little price competition.