If it's itchy inside your ear, it could well be wax build up, I had it recently, and it's really uncomfortable! I saw the doctor, who advised me to put warm olive oil down my ear for 3 -4 days, then I went back and had my ear syringed, all sorted thankfully!.......
Sometimes my ear canal gets very dry and itches like hell. Drives me mad!!
Doc told me to dip a cotton bud in some olive oil and very gently wipe it around the ear canal (not pushing it down in anyway).
I find this helps a great deal - but be careful not to push too far.
Olive oil is good for clearing wax from the ear, and it doesn't have to be the specially medicated type.
I've had a lot of trouble with excess wax and psoriassis in one ear this year, and a product that is available in pharmacies is Earol which is an olive oil spray which makes it easier to get the oil where it's needed. But it is fairly expensive at £4+ for a 10ml bottle.
I have had problems with itchy ears due to eczema for years. Only way to releive it is the Hydrocortisone cream and yes you can buy it over the counter. Main thing is to keep the ears dry so when having a shower or swimming try ear plugs or a bit of vaseline so the water doesnt get to the ears.