Sony CRE-C10 Self-Fitting OTC Hearing Aid

The Sony CRE-C10 is among the best discreet over-the-counter (OTC) self-fitting hearing aids that offer good sound quality, speech enhancement, and comfort, sold for $999.99 a pair.

Launched in October 2022, the CRE-C10 was the first OTC hearing device co-produced by the partnership of Sony and global hearing aid manufacturer WS Audiology (WSA), and it appears to be similar to WSA's Signia Vibe “ready to wear” self-fitting hearing aid. Although it provides excellent technology in a tiny Completely-in-Canal (CIC) and relatively economical package, the CRE-10 is not rechargeable and does not offer Bluetooth^® streaming like its Sony CRE-E10 sister product offered at $1,999 a pair.

But don't let that dissuade you from checking them out. The Sony CRE-C10 is a very good OTC hearing aid—even without these features. It ranked among the highest OTC hearing aids in independent lab testing, earning it a Hearing Advisor Expert Choice Award in 2023. Besides the E10, probably the CRE-C10's closest competitor is the Eargo 7, which also fits discreetly and comfortably in the ear canal, is self-fitted using a smartphone app, and does not offer Bluetooth audio streaming—but costs almost three times the price at $2,950 a pair (although other features and important online audiology support is included in Eargo pricing).

The CRE-C10 can be purchased at Sony.com and through various third-party retailers, including Amazon, Best Buy, and select hearing-care professionals.

HearingTracker Audiologist Matthew Allsop dives into Sony's new CRE-C10 OTC hearing aids, exploring its features, benefits, and some key pre-purchase considerations. He also helps you determine if the CRE-C10 is the right fit for your unique hearing and lifestyle needs. Closed captions are available on this video. If you are using a mobile phone, please enable captions clicking on the gear icon.

Who makes the Sony CRE-C10?

HearingTracker believes the Sony CRE-C10 is almost solely the work of WSA, with only minimal technological input from Sony. Headquartered in Denmark and Singapore, WSA is the parent group of hearing aid brands Widex, Signia, and Rexton, and the third-largest hearing aid company in the world. Sony is headquartered in Tokyo and ranked as the fifth-largest consumer electronics company in the world, but third (after Apple and Samsung) when counting only those that make earbuds.

Sony and WSA entered into a partnership agreement to produce Sony OTC hearing aids in September 2022. Branding partnerships with consumer electronics leaders are becoming increasingly important for hearing aid manufacturers as OTC hearing devices gain widespread acceptance with mass-market retailers. Sony’s broad product line and consumer earbud appeal (e.g., Sony WF-1000XM4) is now paired with WSA’s hearing aid manufacturing expertise, and pits the Sony brand against the likes of Jabra, Philips, HP, and Sennheiser, which are currently being leveraged by WSA's competitors to attract new, younger customers.

A Sony-produced video featuring Sony Deputy President Hajimoto Osamu and WS Audiology President of OTC Maarten Barmentlo who address their joint goals in offering an OTC hearing aid. Closed captions are available on this video. If you are using a mobile phone, please enable captions clicking on the gear icon.

Key Features of the Sony CRE-C10

• Self-fitting app-based system that chooses settings based on your hearing loss profile and features app controls for volume and other sound parameters
• One of the smallest OTC hearing aids on the market, providing a discreet hearing solution
• Analyzes and optimizes soundscape and automatically adjusts sound for easier listening and comfort
• Wireless link between hearing aids provides "improved noise reduction"
• Up to 70 hours on a single small battery
• Handy clamshell style recharging/carring case

Unboxing the CRE-C10

Opening the box, you’ll find the hearing aids come with four click-sleeves that act as flexible eartips—ranging from extra-small to large—and are designed to provide both comfort and a good acoustic seal. Also included are batteries, a charger/carrying case with detachable USB charging cable, a cleaning cloth, and a cleaning brush.

Pairing the CRE-C10 to your phone

The CRE-C10 can be used soon after purchase by downloading the Sony Hearing Control app from the Google Play or Apple App Store. The hearing aids and app are compatible with Apple iOS version 13 or above, and Google Android 10 or above, but remember audio streaming of music and phone calls is not supported by the CRE-C10.

After downloading the app, you'll pair your phone and the Sony Hearing Control app to your hearing aids using the step-by-step set-up guide in the app; an online user guide is also available.

Testing your hearing

After pairing the devices to your phone, you'll need to take a quick count-the-beeps style hearing test through your new Sony hearing aids. The in-app fitting system adjusts your hearing aids to find a sound profile that suits your needs. Sony says their process for selecting settings was developed by looking at real-life hearing aid settings for thousands of hearing aid users with varying audiogram results. This setup process takes about 10 minutes to complete.

It has been HearingTracker’s experience that, during the set-up process of OTC hearing aids, it’s very important to be in the quietest room possible. You don't want any competing/distracting sound or interruptions as this part of the process is very important for the "tuning" the hearing aid to your unique hearing loss.

A Sony-produced video that describes how to set up the CRE-C10 self-fitting hearing aid. Closed captions are available on this video. If you are using a mobile phone, please enable captions clicking on the gear icon.

Best features of the Sony CRE-C10

Sony CRE-C10 hearing aids provide people who have mild to moderate hearing loss with numerous advantages for listening better in multiple listening environments.

Controlling your hearing aids with the Sony Hearing Control app

The Sony Hearing Control app provides you with basic controls to adjust the settings on the devices, including a volume control and sound balance. A fine-tuning system is also included, which allows you to report issues with things like speech being too soft. The app will push an updated sound profile to your hearing aids to improve any problems you report.

Situation Analyzer to your sound environment

When functioning, Sony says its Situation Analyzer optimizes sound settings based on your soundscape. The aids are wirelessly connected using the ear-to-ear Wireless Link, so the aids function as a single coordinated system rather than as two independent hearing aids acting in an uncoordinated manner.

Directional hearing

Sony advertises that these hearing aids offer directionality. CIC hearing aids provide some natural directional benefits due to their placement in the ear canal and the two hearing aids can coordinate their listening responses. This feature has appeared before in many WSA hearing aids—"Binaural OneMic Directionality" is available in the Signia Silk X, which Signia says "enables wearers to focus on their conversation partner even in difficult listening environments". The CRE-C10s also use a Speech/Noise management system for "advanced acoustic processing that reduces the burden of listening.”

Reducing unwanted noises

Similarly, the devices have a system that guards against sudden loud impact noises, in addition to an Artifact Cancellation feature for a smooth overall sound experience with high-speech monitoring and control of feedback (the high-pitched whistle/squelch that results from an object coming too near the microphone). The hearing aids also feature wind noise reduction that reduces the annoyance of wind when outdoors and improves sound comfort.

Battery life

The Sony CRE-C10 CIC hearing aid uses a size 10 disposable battery that provides 70 hours of continuous use, which equates to about 5-7 days of normal usage before changing batteries. Many self-fitting OTC-like hearing aids reviewed by HearingTracker this year have a battery life of less than 10 hours—which can make them questionable for "real-life daily use," given that prescription hearing aids are typically expected to be used for at least 14 hours/day.

The CRE-C10's rechargeable counterpart, the upcoming CRE-E10, is designed so that a single 3-hour charge will provide up to 26 hours of continuous use (i.e., it has a shorter battery life due to its rechargeability and its phone/music streaming capabilities).

Issues that come along with extreme miniaturization

Because of its small size, it's worth noting that people with dexterity/vision problems and/or shaky hands may have difficulty replacing these batteries. Also partly due to their size, CICs have a reputation among hearing care professionals (HCPs) as being the hearing aid style most prone to being lost, broken, or returned due to discomfort in the ear canal. Sony states returns may be made within 45 days to the place of purchase.

Who should use the Sony CRE-C10 OTC hearing aid?

As with all OTC hearing aids, Sony CRE-C10 hearing aids are designed for people who have mild to moderate hearing loss. People with mild hearing loss are broadly described as those who have situational hearing problems, often in noisy places like bars and restaurants. In contrast, people with moderate hearing loss may have difficulty hearing parts of conversational speech even in relative quiet.

The Sony Hearing Control app will help you screen your hearing to see if you’re an appropriate user. There are also several good online hearing screeners you might try before your purchase that can help you determine your level of hearing loss. HearingTracker also provides a 100% free online hearing test that can be taken without downloading an app.

You might be interested in this hearing aid if you are:

• Looking for a small, discreet, cosmetically appealing hearing solution
• Seeking an OTC hearing solution designed to compensate for your unique hearing loss with the convenience and time savings that does not necessarily involve a licensed hearing care professional
• Wanting similar technology found in a basic modern hearing aid, including noise reduction and some directional listening capabilities, automatic sound adjustments based on your listening environment, and some app-based controls like a volume control, etc.
• Not needing to stream phone calls or audio from a smartphone, tablet, or computer to your hearing aids
• Fairly proficient with smartphone technology, apps, and the idea of self-directed care and trouble-shooting
• Free of any health contraindications or red flags that indicate you should first seek the care of a physician, such as a hearing loss in only one ear, a sudden decrease in hearing, ear drainage or pain, and more (please take the free Mayo/Northwestern CEDRA screening)

Drawing from exclusive research and first-hand experience working with WSA and their new Sony-branded OTC hearing aids, Audiologist Matthew Allsop discusses the impact OTC hearing aids have had on the hearing technology world. Closed captions are available on this video. If you are using a mobile phone, please enable captions clicking on the gear icon.

Borrowing from previously successful prescription-fit tech

The CRE-C10's technology is most likely borrowed from successful prescription-fit hearing aid technology. From 2016 to 2020, Signia launched three versions of its Silk hearing aid (Silk Primax, Nx, and X) which looked almost identical to the Sony CRE-C10 and were all ready-to-wear CIC styles dispensed by hearing care professionals (HCPs). These models were also very similar to the Vibe hearing aid (which, as of the Sony launch, are no longer offered within the United States) as a self-fitting hearing aid not requiring fitting from an HCP—or what we now call an OTC hearing aid.

This leads HearingTracker to believe all three products—Sony, Silk, and Vibe—share essentially the same or very similar functionality and performance characteristics. Likewise, photos of the upcoming CRE-E10 earbuds closely resemble the Signia Active Pro hearing aids launched by WSA in April 2021—which are bigger and more visible than its C10 sister product.

All this is probably to be expected; in fact, most entrants in the newly FDA-created OTC hearing aid class are either replicas or hew pretty closely to some previous hearing aid model, with some exceptions like the Jabra Enhance Plus which was specifically designed for the OTC hearing aid market.

Frequently asked questions about the CRE-C10

Real user reviews of the Sony CRE-C10 self-fitting hearing aids

At this early date, reviews of the Sony CRE-C10 appear to be quite positive. Here's one person's comment from the Best Buy website:

Received mine a couple days ago. These OTC hearing aids are great! Fully customizable and you can fine tune them to meet your specific needs. Small and hides well in your ear. I would recommend them to family and friends.

And here's another:

It's only been 3 days but very happy so far. Excellent sound quality. Easy to set up and customize to my hearing profile. Virtually invisible and less than half the cost of Eargo.

At this writing, our HearingTracker forum does not have any reviews on the Sony CRE-C10.

If we are to believe the Signia Silk X, Vibe, and Sony CRE-C10 hearing aids are similar or identical, we can venture a couple broad observations. First, audiologists were generally not very positive about Silk X, possibly because of its rather basic controls and features—and possibly WSA competes with Silk with the self-fitting Vibe.

Consumer reviews of the Signia Silk X on HearingTracker are also generally negative, with complaints about performance, reliability, the mobile app, and the lack of volume control—and the high price tag seems to be a recurring theme. One reviewer seems 100% happy with their Silks, with comfort and invisibility being key factors.

Many people did not rate Silk high in value for the $1500-4000 they purchased it for. When compared to other prescription hearing aids, the Silk X scored lower for "Benefit in noise", "Clear and natural sound,” "reliability,” and "value." Keep in mind though, that we're drawing these conclusions from a very small number of consumer reviews.

Again, it should be emphasized that Signia Silk X could be considerably different from Sony CRE-C10, and that people purchasing Silk X from a hearing care clinic for $500-3000 above the CRE-C10's $1000 price tag were probably expecting much more.

And, after all, the Silk Hearing Aid was good enough for the Queen…

In January 2020, a 93-year-old Queen Elizabeth II was photographed—for the first time ever, according to multiple news sources—wearing a hearing aid in her right ear by the British newspaper, Daily Mail. This sent the audiology world all atwitter, because upon closer examination, it’s pretty apparent the Queen was wearing a Signia Silk CIC hearing aid. Silk was a surprising choice for a storied monarch who almost certainly could have chosen any hearing aid in the world. Plus, it appeared the device was not positioned in the Queen’s ear correctly, leading some to suggest she could have benefitted from more counseling from her HCP on a better insertion technique. Nonetheless, apart from the audiological nit-picking, most social media posts and HearingTracker lauded the Queen for taking proactive steps for improving her hearing status. So, maybe Silk reigns?

Pros

Cons

Competing OTC and hearable alternatives to Sony CRE-C10

You will find several good-quality competing OTC hearing aids for $1000 or less now making their way onto the market, as well as hearables, including:

• Eargo 7 is a $2950 rechargeable CIC hearing aid that provides app-based controls and automatic sound adjustments with new features for improved performance in background noise and water resistance, but does not support audio streaming (e.g., phone calls and music). However, Eargo provides lifetime professionally administered support via phone or its smart app.
• Jabra Enhance Plus is a $799 rechargeable OTC hearing aid made by the GN Group (maker of ReSound and Beltone hearing aids) that looks like modern wireless earbuds but delivers speech amplification, directional microphones, and noise reduction, as well as feedback suppression. It also streams audio (e.g., phone calls and music) and provides hands-free calling via Bluetooth^® (iOS only).
• Lexie B1 and B2 Powered by Bose hearing aids are receiver-in-canal (RIC) devices for $849 and $999, respectively, offering good sound quality, onboard volume control, directional microphones, noise reduction, smartphone app controls, and real-time remote set-up and support from Lexie. The B2 is rechargeable and is designed to stream audio for phone calls while the B1 uses disposable batteries does not stream audio.
• NuHeara IQbuds² MAX earbuds are not classified as an OTC hearing aid (at this writing, they are pending FDA clearance); however, these hearables feature a smart, rechargeable, Bluetooth audio streaming, hearing-enhancement wireless earbud option offered for $500. The similar HP Hearing PRO is a self-fitting app-controlled device for $699.
• Apple AirPods Pro earbuds (and AirPods and AirPods Pro 2) can be configured to perform much like an OTC hearing aid for situational use, but they have some notable limitations, including a limited battery life.

Additionally, you might consider the following that may involve professional hearing care:

• Check to see if your insurance plan covers the cost of prescriptive hearing aids or if you might gain coverage from the VA, TRICARE, Medicaid, etc. Some insurance programs may start covering OTC hearing aids, as well.
• Most hearing care clinics and retail offices, including Costco and Sam's Club, carry sub-$1000 prescription hearing aids that include a professional fitting; they just don't spend money advertising these hearing aids—so call them and explain you're interested in their lowest cost prescriptive hearing aid and you're considering buying an OTC aid.