This tip is less common, but it could help you avoid discomfort and discourage you from scratching your ear canal. Watch out for shampoo that contains methylparabens, Dr. Alexiades says. Shampoos that have those tend to be very drying and irritating to the ear canal, and can cause itchiness. Avoid getting shampoo in your ear canal, or switch shampoos. If you follow this advice and your ears still itch, allergies could be the culprit, so check with your doctor.