Coming soon: Over-the-counter hearing aids

Why it matters: The FDA estimates that 30 million people in the U.S. suffer from hearing loss, and fewer than one-fifth who could benefit from a hearing aid seek intervention.

State of play: The devices can cost thousands of dollars. Insurance coverage is limited and Medicare doesn't cover them. The stigma of hearing loss has also prevented millions from using them.

Between the lines: Advocates and lawmakers who have long pushed for over-the-counter hearing aids say the market for the products would look like the eye care industry, in which consumers have choices to purchase reading glasses and bifocals through their doctor's office or elsewhere.

• Cowen analyst Eric Assaraf wrote in a note the move will allow consumer electronics manufacturers to move into a space now dominated by specialty companies like ReSound, Sonova and William Demant.