I got hearing aids for the first time a few years ago, when my hearing loss was identified. I went to an audiologist and got the high-end hearing aids which were about $3K, and my insurance covered some of that.
I learned a lot from the Audiologist. They customize the settings in the hearing aids to my specific hearing deficits; they can make certain sound frequencies louder that I do not hear well, rather than amplifying all sounds. They even account for how sounds bounce around in your ear canal.
I believe some of the cheap hearing aids simply amplify all sounds, which was not what I needed, so a professional needs to calibrate them based on an assessment of your hearing (audiogram), which looks like this:
https://post.healthline.com/wp-content/uploads/2021/07/1242346-How-to-Read-Your-Audiogram-1296x1423-Body-1.png
There are hearing aids that operate well in multiple kinds of sound environments, and other ones that operate well in more limited sound environments. I got the ones that operate well in many environments (workplace, in the car, in a restaurant, inside with a few people, etc). Mine are the Starkey Edge
https://www.ziphearing.com/starkey-edge-ai?utm_source=hearingtracker&utm_campaign=price-promo&utm_content=listicle-product-list-top&utm_term=95588615&utm_search=s%3D%2Fhearing-aids%2Fstarkey%7Cd%3D20260118%7Cm%3Dbutton%7Cr%3Dstarkey-edge-ai
For someone who doesn't spend time out in the world regularly (like an elder who is housebound) but is only indoors with a few other people at a time, they don't need the more sophisticated hearing aids that adapt to many sound environments.