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Amazon Cognito vs Microsoft Entra ID comparison

 

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
9th
Average Rating
7.4
Reviews Sentiment
6.9
Number of Reviews
15
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
235
Ranking in other categories
Single Sign-On (SSO) (1st), 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 August 2025, in the Access Management category, the mindshare of Amazon Cognito is 7.0%, up from 6.5% compared to the previous year. The mindshare of Microsoft Entra ID is 26.1%, up from 23.8% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Market Share Distribution
ProductMarket Share (%)
Microsoft Entra ID26.1%
Amazon Cognito7.0%
Other66.9%
Access Management
 

Featured Reviews

Wojciech Doganowski - PeerSpot reviewer
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.
Bahram Piri - PeerSpot reviewer
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.

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."
"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."
"One of the key benefits of this software is its ease of integration with a wide range of applications, including mobile apps and web applications. This simplifies the process of integration, and it can be seamlessly incorporated with Azure, Kubernetes, and other software systems."
"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."
"Cognito speeds up our development and saves us time."
"What is quite valuable is that we can outsource storage of the credentials to AWS, and they manage it quite securely."
"This is a scalable solution. If our app or general usage increases, this solution can support it."
"Entra ID enables us to implement security easily and effectively."
"I find the conditional access policies to be the most valuable. They provide a lot of granularity in determining where the users can log in from, how they log in, and what they have access to."
"The single sign-on of the solution is the most valuable aspect."
"We haven't implemented permission identity management, but we plan to use it. Entitlement management and dynamic grouping of Microsoft 365 groups are features I enjoy. From an administrative perspective, we can now manage users from a single pane of glass, which enhances efficiency. MFA will improve the user experience and increase organizational efficiency."
"Azure Active Directory has many automation capabilities, and you can apply policies on top. You can do a lot of things with these combinations and integrate other tools like PingFederate."
"Microsoft Entra ID's valuable features include integration capabilities, a simplified Active Directory approach, scalability, conditional access, and privileged identity management."
"Overall, I think the support and the pictorial format of this web portal are very good."
"The ability to speed up ability is an asset."
 

Cons

"What I found generally lacking in AWS is privileged access management (PAM)."
"Amazon Cognito’s UI needs improvement while onboarding new users."
"Amazon Cognito could be improved by making it easier for us to add more data to the token, allowing customization of JWT."
"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."
"There is room for improvement in Amazon Cognito."
"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."
"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."
"The MFA related to the solution's side is nonexistent."
"Compatibility features for legacy system integration with new features will be challenging at times."
"Be aware that it may not work perfectly globally yet. There are still glitches with the solution in Africa."
"The Azure AD Application Proxy, which helps you publish applications in a secure way, has room for improvement. We are moving from another solution into the Application Proxy and it's quite detailed. Depending on the role you're signing in as, you can end up at different websites, which wasn't an issue with our old solution."
"Azure AD provides two types of features. One is Azure AD Excel and is already B2C. Out of both versions, Azure B2C requires some improvement, in terms of user management and role management, et cetera."
"Generally, everything works pretty well, but sometimes, Azure Active Directory has outages on the Microsoft side of things. These outages really have a very big impact on the users, applications, and everything else because they are closely tied to the Azure AD ecosystem. So, whenever there is an outage, it is really difficult because all things start failing. This happens very rarely, but when it happens, there is a big impact."
"The documentation could be better."
"The ease of use regarding finding audit information for users could also be improved."
"At first, it was a bit challenging to come up with a workaround that would get authentication to work."
 

Pricing and Cost Advice

"The price of Amazon Cognito is expensive. We are on an annual subscription."
"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 price of the solution depends on the number of users using it."
"The product is relatively inexpensive compared to other tools."
"The price of Amazon Cognito is low. The pricing model is based on the users."
"The pricing of this solution is good compared to other solutions on the market."
"We pay $600 monthly per user for licences and there are no other additional costs."
"We have various levels of their licensing, which includes users on different levels of their enterprise offering."
"We are always looking for better pricing."
"Azure AD comes with Office 365, so we are just paying for the Office 365 license."
"We got a good deal. If you get rid of all the products providing features that Azure Suite can provide, then it makes sense cost-wise."
"The product is relatively affordable, especially compared to Okta, a pricey solution."
"The pricing is good; it's not cheap but very reasonable."
"The pricing depends on the use case and can be negotiated based on volume."
"MFA and P2 licenses for two Azures for fully-enabled scenarios and features cost a lot of money. This is where Okta is trying to get the prices down."
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Top Industries

By visitors reading reviews
Computer Software Company
14%
Comms Service Provider
10%
Manufacturing Company
6%
Healthcare Company
6%
Computer Software Company
13%
Financial Services Firm
11%
Manufacturing Company
8%
Government
8%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business7
Midsize Enterprise4
Large Enterprise4
By reviewers
Company SizeCount
Small Business80
Midsize Enterprise36
Large Enterprise132
 

Questions from the Community

What do you like most about Amazon Cognito?
The most valuable feature of the solution is its swift authentication.
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...
What needs improvement with Amazon Cognito?
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. Cog...
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 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.
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...
 

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: July 2025.
866,218 professionals have used our research since 2012.