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Amazon Cognito vs Microsoft Entra ID comparison

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Comparison Buyer's Guide

Executive SummaryUpdated on Aug 11, 2024

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
10th
Average Rating
7.6
Reviews Sentiment
6.5
Number of Reviews
17
Ranking in other categories
No ranking in other categories
Microsoft Entra ID
Ranking in Access Management
1st
Average Rating
8.6
Reviews Sentiment
7.0
Number of Reviews
278
Ranking in other categories
Single Sign-On (SSO) (2nd), Authentication Systems (1st), Identity Management (IM) (2nd), Identity and Access Management as a Service (IDaaS) (IAMaaS) (1st), Microsoft Security Suite (2nd)
 

Mindshare comparison

As of September 2026, in the Access Management category, the mindshare of Amazon Cognito is 2.4%, down from 5.5% compared to the previous year. The mindshare of Microsoft Entra ID is 10.7%, down from 23.9% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Mindshare Distribution
ProductMindshare (%)
Microsoft Entra ID10.7%
Amazon Cognito2.4%
Other86.9%
Access Management
 

Featured Reviews

BM
Staff Software Engineer at Visa
Custom authentication has enabled secure multi-factor logins and unified access across apps
The features or capabilities of Amazon Cognito that I have found the most valuable so far include its seamless operation and the requirement of fewer integrations from the client side. All the features are there, enabling us to create the users, manage the groups, and manage access. Mostly, the access management is very good in Amazon Cognito, I would say. The benefits and positive impacts that Amazon Cognito has had in my experience include the fact that earlier we needed to implement so many things on behalf of the product itself. Now, the go-to-market strategy requires less than a week to complete integrations of the user flow, specifically mentioning that a basic authentication flow could be completed in a week itself. We don't have to care about how we manage the passwords, how we manage groups, and how we manage access management because all those things are there. It's handy, the documentation is very good, and it is easy to integrate. That's the reason I would say that the impact AWS is building on the product is great.
Stafin Jacob - PeerSpot reviewer
Microsoft 365 Security & Compliance Practice Lead at Invoke
Identity has become our central gatekeeper and has provided secure single sign-on for all users
Microsoft Entra ID can improve by focusing more on new passwordless methods and becoming a primary adopter. One feature we would like to see is the ability to have security questions for password resets. I know the current capability is phasing out, so we do not have an alternative method yet. Customers who already use security questions require a smoother transition for that capability to be available. My experience with the deployment has had some challenges, particularly around the Microsoft MFA campaigns. The hardest part is moving users from a different MFA provider to the Microsoft MFA provider, as it ultimately depends on user activity. In large enterprises with numerous users across various geographies, this transition takes time. If there are ways to exert more control around that process, it would improve the situation.

Quotes from Members

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

Pros

"What is quite valuable is that we can outsource storage of the credentials to AWS, and they manage it quite securely."
"I rate Amazon Cognito nine out of ten."
"The most valuable features of Amazon Cognito are OTP validation and email validation."
"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."
"The most valuable feature of the solution is its swift authentication."
"The features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."
"I would recommend Cognito for users who are already AWS customers."
"This is a scalable solution. If our app or general usage increases, this solution can support it."
"The company I work for has more than 10 branches, we no longer have to go to the branch outside the city to have the application installed on the user's devices."
"The single sign-on is very convenient for us."
"I find the stability of Microsoft Entra ID to be excellent."
"I'd rate Microsoft Entra ID a 10 out of 10 due to the extensive range and focus on security features."
"Single sign-on, license management, and role management are the most valuable features. Integration with Microsoft 365 is also very valuable."
"Azure Active Directory has improved our organization because it is one of the key components and is being used by almost most companies for identifying and access management on the cloud or on-premise infrastructure."
"Multi-factor authentication is one of the most important features of my work. Verified ID is another feature that is becoming significant."
"Microsoft Entra ID offers strong security levels, especially with two-step authentication, which confirms that I am the real user."
 

Cons

"I would rate its scalability as five out of ten. Moving users between different pools or accounts creates new identities, which means IDs stored in our database must also be changed."
"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."
"The MFA related to the solution's side is nonexistent."
"I think Amazon Cognito provides less flexibility to customize at the moment."
"You need to evaluate the export users. The multifactor authentication, much less this room for improving the configuration setup of that."
"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 improve by simplifying the configuration."
"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."
"Private access and internet access should be available in a less expensive licensing model."
"I had some issues with the Azure Active Directory on Windows XP. However, it worked well on Windows 7."
"The licensing cost is a bit prohibitive."
"The variety of different group types has caused challenges in areas where we have Microsoft 365 groups, distribution groups, and security groups, and the different types do not always make programmatic management clear."
"The user administration has room for improvement because some parts are not available within the Azure AD portal, but they are available within the Microsoft 365 portal."
"I believe that Microsoft Entra ID can be improved by adding more granularity in options within Conditional Access specifically, because there are certain scenarios that we cannot address due to insufficient options to set up those rules."
"I would rate my customer service and technical support as about a five right now, as we just got in contact with our Microsoft rep, so it is improving."
"The robustness of the conditional access feature of the zero trust strategy to verify users is adequate but not comprehensive."
 

Pricing and Cost Advice

"The pricing is bad so I rate it a two out of ten."
"The price of Amazon Cognito is expensive. We are on an annual subscription."
"The product is relatively inexpensive compared to other tools."
"The pricing of this solution is good compared to other solutions on the market."
"The price of the solution depends on the number of users using it."
"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 price of Amazon Cognito is low. The pricing model is based on the users."
"We pay $600 monthly per user for licences and there are no other additional costs."
"The solution was fairly priced the last time I checked the costs."
"I work for an academic medical center, where there is a watch kept over every dollar spent. I do have concerns about the micro charges for different levels or features of the product."
"The P1 version costs $6 per user per month."
"The pricing for companies and businesses is okay, it's fair. But if you are trying to teach someone about Azure AD, there is no licensing option for that... It would be nice to have a 'learning' license, one that is cheaper for a single person."
"Microsoft Azure AD has P1 or P2 licensing options, and it depends on the customer's needs. To use Conditional Access, you need to have the P1 license, and to use the PIN features, you need the P2 license."
"It is a packaged license. We have a Premium P1 subscription of Office 365, and it came with that."
"The E5 plan we are using contains the premium plans for Azure Active Directory. We are not paying only for the Azure Active Directory Premium licenses. We have it already included within our E5 plan."
"Pricing could always be better. You pay the premium for Microsoft. Sometimes, it is worth it, and at other times, you wish to have more licensing options, especially for smaller companies."
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Top Industries

By visitors reading reviews
Comms Service Provider
11%
Construction Company
9%
Manufacturing Company
8%
Financial Services Firm
8%
Outsourcing Company
13%
Financial Services Firm
10%
Manufacturing Company
7%
Government
7%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business8
Midsize Enterprise4
Large Enterprise5
By reviewers
Company SizeCount
Small Business90
Midsize Enterprise42
Large Enterprise162
 

Questions from the Community

What is your experience regarding pricing and costs for Amazon Cognito?
I am aware that the pricing of Amazon Cognito is not managed by me directly but is managed by some other teams, specifically the DevOps teams. As far as I know, it is based on how many users we hav...
What needs improvement with Amazon Cognito?
I think Amazon Cognito provides less flexibility to customize at the moment. It is very tightly coupled with its own services, so it does not provide customization according to what the client need...
What is your primary use case for Amazon Cognito?
The usual use cases for Amazon Cognito that I have been working with mostly involve working for TLG Apps for three and a half years, where TLG Apps is a FinTech company in the UK. We were working f...
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...
What is your experience regarding pricing and costs for Azure Active Directory?
I would rate the pricing of the product as four out of five. The product is definitely good, and I see it as part of the future roadmap for managing all endpoints.
What needs improvement with Azure Active Directory?
I believe instead of putting everything in a single form under Microsoft Entra ID, it would be best for Microsoft to segregate these features. For example, if someone wants to design the Conditiona...
 

Also Known As

No data available
Azure AD, Azure Active Directory, Azure Active Directory, Microsoft Authenticator
 

Interactive Demo

 

Overview

 

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.
Find out what your peers are saying about Amazon Cognito vs. Microsoft Entra ID and other solutions. Updated: September 2026.
914,109 professionals have used our research since 2012.