Amazon Cognito vs Microsoft Entra ID comparison

Amazon Web Services (AWS) and Microsoft are both solutions in the Access Management category. Amazon Web Services (AWS) is ranked #7 with an average rating of 7.8, while Microsoft is ranked #1 with an average rating of 8.7. Amazon Web Services (AWS) holds a 6.5% mindshare in AM, compared to Microsoft’s 28.0% mindshare. Additionally, 80% of Amazon Web Services (AWS) users are willing to recommend the solution, compared to 95% of Microsoft users who would recommend it.

Amazon Cognito

Read 15 Amazon Cognito reviews

1,904 Views
1,594 Comparison Views

80% willing to recommend

Microsoft Entra ID

Read 234 Microsoft Entra ID reviews

8,069 Views
6,157 Comparison Views

95% willing to recommend

Amazon Cognito

Microsoft Entra ID

Comparison Buyer's Guide

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Executive SummaryUpdated on Aug 11, 2024

Microsoft Entra ID and Amazon Cognito are prominent identity and access management solutions. Users are happier with the integrations and advanced security features of Amazon Cognito, although Microsoft Entra ID excels in ease of deployment and customer service.

Features: Microsoft Entra ID users value its seamless integration with other Microsoft services and its multi-factor authentication features. Amazon Cognito is appreciated for its robust security features and user management capabilities.

Room for Improvement: Microsoft Entra ID users have noted a desire for more customization options and improved analytics. Amazon Cognito users seek better documentation and a more intuitive setup process.

Ease of Deployment and Customer Service: Microsoft Entra ID is praised for its straightforward deployment and excellent customer service. Amazon Cognito, while powerful, is sometimes viewed as complex to set up, and users report mixed experiences with customer support.

Pricing and ROI: Microsoft Entra ID users find the setup cost reasonable and report solid ROI due to its seamless integration with existing Microsoft solutions. Amazon Cognito users feel the pricing reflects its advanced features, despite higher initial setup costs.

To learn more, read our detailed Amazon Cognito vs. Microsoft Entra ID Report (Updated: April 2025).

Buyer's Guide

Amazon Cognito vs. Microsoft Entra ID

April 2025

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Helped 852,098 peers since 2012

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Amazon Cognito

Ranking in Access Management

7th

Average Rating

7.4

Reviews Sentiment

6.9

Number of Reviews

Ranking in other categories

No ranking in other categories

Microsoft Entra ID

Ranking in Access Management

1st

Average Rating

8.6

Reviews Sentiment

7.1

Number of Reviews

234

Ranking in other categories

Single Sign-On (SSO) (1st), Authentication Systems (1st), Identity Management (IM) (1st), Identity and Access Management as a Service (IDaaS) (IAMaaS) (1st), Microsoft Security Suite (2nd)

Mindshare comparison

As of May 2025, in the Access Management category, the mindshare of Amazon Cognito is 6.5%, up from 6.5% compared to the previous year. The mindshare of Microsoft Entra ID is 28.0%, up from 23.3% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Access Management

Featured Reviews

Wojciech Doganowski

Solutions Architect & PMO at AS TV Play Baltics/TV3 Group

International setup localization challenges drive custom development while outsourcing credential management enhances security

We are using it in an international setup where we have multiple services running in multiple countries. Cognito localizes only regarding language, but the service is localized in each country. Cognito has the possibility to render the login screen and all the customer flows related to managing the account. Still, it's useless in an international setup. They are unable to localize these screens, so we had to write our own screens and just use the Cognito API. I hope they will fix this soon because it's useful to rely on already prepared flows for all the account management. As it doesn't work with different languages, rewriting it is quite complicated. Additionally, maybe they could find another step in the price so there is not such a significant jump from the basic to extended functionality. Some flexibility would be helpful.

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Bahram Piri

Chief Executive Officer & Founder at IDmelon Technologies

Security focus and seamless implementation increase platform productivity

Microsoft Entra ID can be improved in many ways, and there's a big wish list.If we're focusing on security, something that I definitely expect is improvement in the UI and UX for frontline workers. This is important, especially for non-tech savvy individuals. It is something Microsoft Entra ID could do to improve for a wider audience. It's important to focus on the frontline workers since they are non-tech savvy individuals. They are not like those back-office engineering C-level employees who are constantly dealing with computers, and we need to build a specific user experience and user interface for them to handle this stuff. That's something I expect Microsoft to focus on more for Microsoft Entra ID.

Read full review

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"They offer a permission tool to help us manage multi-factor authentication."

"I rate Amazon Cognito nine out of ten."

"The solution is proto connective and integrates well with other AWS services."

"The most valuable features of Amazon Cognito are the pre and post-token generation, and the different Cognito triggers. It has lots of functionality and flexibility."

"This is a scalable solution. If our app or general usage increases, this solution can support it."

"The features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."

"What I find most valuable about Amazon Cognito is the single sign-on feature that provides a token for accessing protected APIs."

"The most valuable feature of the solution is its swift authentication."

More Amazon Cognito pros

"I rate Microsoft Entra ID ten out of ten."

"The identity and access management piece is probably the most valuable to us. Since its implementation, synchronizing the identities from on-premise to Entra ID has had a positive impact. This allows us to grant access to applications based on those users and the groups they belong to."

"The most valuable feature is the factor identification. I find that it is natural integration, and it is just a natural step. I do not need to do anything else."

"The most valuable aspect of Microsoft Entra ID is its ability to integrate with other cloud applications."

"This product is easy to use."

"Microsoft Entra ID provides granular role assignments for Azure permissions or Azure AD roles. Using a privileged identity manager allows us to give specific access to certain groups of employees for a limited time. Entra's ability to integrate Azure Virtual Machines and security benefits has been exceptional, especially for managing infrastructure and applications."

"The most valuable features of this solution are security, the conditional access feature, and multifactor authentication."

"It's a very intuitive platform. It's easy to create groups and add people."

More Microsoft Entra ID pros

Cons

"Cognito triggers can improve by providing more direct use cases rather than giving a white paper. A white paper is not at all interesting, it has too many details. It would be a benefit to provide a smaller document that is summarized. The smaller version would bring microdata, macro data is not helpful."

"Cognito has the possibility to render the login screen and all the customer flows related to managing the account. Still, it's useless in an international setup. They are unable to localize these screens, so we had to write our own screens and just use the Cognito API."

"Amazon Cognito could be improved by making it easier for us to add more data to the token, allowing customization of JWT. It requires a complex program to customize the token currently, however, the UI could support this configuration better."

"There is room for improvement in Amazon Cognito."

"In a future release, we would like to have different methods to validate the characteristic of a user. For example, we would like to use biometric data to analyze the behavior of users."

"The ease and simplicity of integration could be improved when using this solution. When using Okta, scope is a single endpoint with a parameter as a scope. In the Cognito for each scope, there is a separate endpoint."

"You need to evaluate the export users. The multifactor authentication, much less this room for improving the configuration setup of that."

"The setup and configuration can be complex, especially for advanced use cases."

More Amazon Cognito cons

"Microsoft Authenticator is as easy as Google Authenticator, but it is not open to all types of applications. Google Authenticator is integrated with other third-party platforms and applications, whereas Microsoft Authenticator is not. It should have more integration with third-party platforms and applications."

"Its price should be improved. It is very expensive for Turkish people."

"I would rate Microsoft's technical support on the lower side. While some responses are quick and satisfactory, there have been occasions where issues took weeks or circles to resolve, sometimes closing and reopening without resolution."

"The solution could be improved when it comes to monitoring and logging as these are the most critical areas in case something was to go wrong."

"The price has room for improvement."

"The monitoring dashboard could be a bit better."

"One area that can be improved is ensuring that detailed documentation is being produced in a timely fashion. There have been many instances where documentation either hasn't been updated to reflect recent changes or is either non-existent or not very accessible."

"Microsoft Entra ID could benefit from more fine-tuned rights. It is necessary to prevent granting an application or user broad access rights."

More Microsoft Entra ID cons

Pricing and Cost Advice

"The price of Amazon Cognito is low. The pricing model is based on the users."

"On a scale from one to ten, where one is cheap and ten is expensive, I rate the solution's pricing a five out of ten."

"The pricing is bad so I rate it a two out of ten."

"The product is relatively inexpensive compared to other tools."

"We pay $600 monthly per user for licences and there are no other additional costs."

"The price of the solution depends on the number of users using it."

"The pricing of this solution is good compared to other solutions on the market."

"The price of Amazon Cognito is expensive. We are on an annual subscription."

"The product is relatively affordable, especially compared to Okta, a pricey solution."

"We are always looking for better pricing."

"The cost is billed on a per-user licensing basis."

"I don't pay for it. Going by how I feel, I see the prices for any MFA solution going down because the more different alternatives there are, the cheaper things should be. Microsoft Authenticator app would be the preferred application, but there are too many ways to implement MFA. I don't know how much it cost, but the price should go down."

"If you are dealing with one supplier with an out-of-the-box solution, which provides you end-to-end capabilities, then it is naturally cheaper and less of a headache to manage and operate."

"The pricing for Azure Active Directory is affordable; I would rate the cost a six out of ten."

"We have various levels of their licensing, which includes users on different levels of their enterprise offering."

"Its price is per user. It is also based on the type of user that you're synchronizing up there."

More Microsoft Entra ID pricing and cost advice

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Top Industries

By visitors reading reviews

Computer Software Company

16%

Comms Service Provider

Government

Healthcare Company

Educational Organization

28%

Computer Software Company

11%

Financial Services Firm

Manufacturing Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about Amazon Cognito?

The most valuable feature of the solution is its swift authentication.

See all answers

What is your experience regarding pricing and costs for Amazon Cognito?

The basic functionality is reasonably priced, but the extended functionalities, especially the extended security, are quite expensive. There is a significant jump from the basic to the extended fun...

See all answers

What needs improvement with Amazon Cognito?

See all answers

How does Duo Security compare with Microsoft Authenticator?

We switched to Duo Security for identity verification. We’d been using a competitor but got the chance to evaluate Duo for 30 days, and we could not be happier. Duo Security is easy to configure a...

See all answers

What do you like most about Azure Active Directory?

It is very simple. The Active Directory functions are very easy for us. Its integration with anything is very easy. We can easily do third-party multifactor authentication.

See all answers

What is your experience regarding pricing and costs for Azure Active Directory?

Our experience with the pricing, setup costs, and licensing of Microsoft Entra ID involves leveraging Microsoft 365 E5 licensing, so it's included. Being included in Microsoft licensing makes it mu...

See all answers

Comparisons

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Compared 5% of the time

Ping Identity Platform vs Amazon Cognito

Compared 3% of the time

Gluu Flex vs Amazon Cognito

Compared 3% of the time

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Google Cloud Identity vs Microsoft Entra ID

Compared 11% of the time

Microsoft Intune vs Microsoft Entra ID

Compared 10% of the time

Okta Workforce Identity vs Microsoft Entra ID

Compared 8% of the time

Auth0 vs Microsoft Entra ID

Compared 5% of the time

CyberArk Privileged Access Manager vs Microsoft Entra ID

Compared 4% of the time

More Microsoft Entra ID Competitors

Product Reports

Buyer's Guide

Amazon Cognito

May 2025

Download Amazon Cognito product report

Buyer's Guide

Microsoft Entra ID

May 2025

Download Microsoft Entra ID product report

Also Known As

No data available

Azure AD, Azure Active Directory, Azure Active Directory, Microsoft Authenticator

Interactive Demo

Demo not available

Amazon Web Services (AWS)

Microsoft

Overview

Amazon Cognito is a simple user identity and data synchronization service that helps you securely manage and synchronize app data for your users across their mobile devices. You can create unique identities for your users through a number of public login providers (Amazon, Facebook, and Google) and also support unauthenticated guests. You can save app data locally on users’ devices allowing your applications to work even when the devices are offline. With Amazon Cognito, you can save any kind of data in the AWS Cloud, such as app preferences or game state, without writing any backend code or managing any infrastructure. This means you can focus on creating great app experiences instead of having to worry about building and managing a backend solution to handle identity management, network state, storage, and sync.

Amazon Web Services (AWS)

Microsoft Entra ID is used for extending on-premises Active Directory to the cloud, managing application access, enabling multi-factor authentication, and single sign-on. It facilitates policy enforcement and secure access, ensuring centralized identity management across cloud and on-premises resources.

Organizations utilize Microsoft Entra ID for robust user and group management, identity synchronization, and conditional access. Its seamless integration with third-party apps, scalability, and support for remote work make it a preferred choice. The admin center streamlines identity and access tasks, enhancing efficiency and security with features like privileged identity management and audit logs.

What are the key features of Microsoft Entra ID?

Single Sign-On: Simplifies user access to multiple applications with one login.
Multifactor Authentication: Enhances security by requiring additional verification.
Conditional Access: Establishes policies that determine how users' access cloud apps.
Integration: Easily integrates with various third-party applications.
User Identity Protection: Safeguards user identities from threats.
Privileged Identity Management: Manages elevated access to sensitive resources.
Audit Logs: Provides thorough activity logs for oversight and compliance.

What benefits should users look for in Microsoft Entra ID reviews?

Enhanced Security: Offers strong multifactor authentication and identity protection.
Administrative Efficiency: Simplifies identity and access management tasks.
Scalability: Supports growing user bases and remote work environments.
Integration Capabilities: Compatible with numerous third-party applications.
User-Friendly Interface: Makes managing user identities straightforward.

Microsoft Entra ID implementation varies across industries. Tech firms leverage it for secure, scalable access management, while healthcare organizations utilize its identity protection features to safeguard patient data. Educational institutions adopt Entra ID for streamlined user management and policy enforcement, ensuring secure access for students and staff across on-premises and cloud resources.

Microsoft

Sample Customers

Expedia, Intuit, Royal Dutch Shell, Brooks Brothers

Microsoft Entre ID is trusted by companies of all sizes and industries including Walmart, Zscaler, Uniper, Amtrak, monday.com, and more.

Buyer's Guide

Amazon Cognito vs. Microsoft Entra ID

April 2025

Free Report: Amazon Cognito vs. Microsoft Entra ID

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