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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
7.6
Reviews Sentiment
6.4
Number of Reviews
16
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
266
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 February 2026, in the Access Management category, the mindshare of Amazon Cognito is 4.3%, down from 5.6% compared to the previous year. The mindshare of Microsoft Entra ID is 15.8%, down from 26.8% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Market Share Distribution
ProductMarket Share (%)
Microsoft Entra ID15.8%
Amazon Cognito4.3%
Other79.9%
Access Management
 

Featured Reviews

Wojciech Doganowski - PeerSpot reviewer
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.
JP
Senior Information Security Engineer at a financial services firm with 1,001-5,000 employees
Implementing seamless integration boosts secure access and supports Zero Trust
What I appreciate the most about Microsoft Entra ID is that it integrates seamlessly with all the Defender products and is easy to use. Microsoft Entra ID's integration capabilities influence our Zero Trust model by allowing us to enforce our Zero Trust model. Conditional access policies allow us to leverage Microsoft Entra ID to verify that devices signing in to our cloud services are coming from registered devices, and that people are passing all the other requirements we have in order to complete sign-on or conditional access policies. Since implementing Microsoft Entra ID, I've observed changes in the frequency and nature of identity-related security incidents. The organization already had it implemented when I arrived, and I've been working to enhance it. Better configuration of Microsoft Entra ID has allowed us to better protect our organization from threats. Having it alone isn't a solution, but ensuring proper configuration goes a long way in preventing future compromises. My company's approach to defending against token theft and nation-state attacks has evolved since implementing Microsoft Entra ID. We haven't experienced any known compromises from nation-state attacks, and implementing newer features gives me more confidence in our protection. Regarding device-bound passkeys in Microsoft Authenticator and our approach to phishing-resistant authentication, we are currently implementing Microsoft Entra ID certificate-based authentication. Adding a strong form of MFA is important as we found it to be the most cost-effective way. While other solutions might be equally or more secure, they are significantly more expensive. Having worked as an IT consultant mainly with the Microsoft stack across various industries, I have experience with different identity management solutions. Microsoft Entra ID remains the best option. The major advantages when comparing it to Okta include integration with Defender products, Defender for Identities' integration with conditional access policies, and insider threat management integration for blocking sign-ins based on risk factors. The enhancement of Microsoft Entra ID's implementation is relatively straightforward. My main concern is the occasional lack of documentation and the frequency of changes, which can make feature location challenging.

Quotes from Members

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

Pros

"The features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."
"The multi-factor authentication setup has room for improvement."
"I rate Amazon Cognito nine out of ten."
"Cognito speeds up our development and saves us time."
"This is a scalable solution. If our app or general usage increases, this solution can support it."
"The solution is proto connective and integrates well with other AWS services."
"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."
"They offer a permission tool to help us manage multi-factor authentication."
"Microsoft Entra ID has simplified central management, including administration and an overview of all logins and user profiles."
"Azure Active Directory's single sign-on feature has been helpful because users don't need to authenticate again and again each time they access it. Users only need to sign in the first time, and Azure handles everything. We haven't experienced any errors or security-related issues in the past four years. Many people use our protection servers from outside, requiring multi-factor authentication. Each authentication is logged precisely."
"The scalability is good now, and I find it to be more stable and faster since scaling up to ESX."
"We have a history of all our authentications and excellent integration with the Microsoft solutions we use at our company. It runs smoothly in Windows and macOS."
"It's pretty easy to implement."
"The most valuable feature of the solution is its ability to delegate roles to each individual resource, which is great."
"The user functionality enables us to provide different levels of access, across many applications, for each user. We can customize the access level and set a security level in connection with that access. For instance, we can require MFA. That is a feature that helps enhance our security posture a lot."
"It is one of those costs where you can't really quantify a return on investment. In the grand scheme of things, if we didn't have it, we would probably have a lot more breaches. It would be a lot harder to detect issues because we would have people using static usernames and passwords for various sites, making us open to a lot more attacks. The amount of security and benefit that we get out of it is not quantifiable but the return of investment from a qualitative point of view is much higher than not having it."
 

Cons

"I believe this product could improve by enriching user profiles."
"Amazon Cognito’s UI needs improvement while onboarding new 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."
"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 setup and configuration can be complex, especially for advanced use cases."
"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."
"The MFA related to the solution's side is nonexistent."
"What I found generally lacking in AWS is privileged access management (PAM)."
"Some of the features that they offer, e.g., customized emails, are not available with B2C. You are stuck with whatever email template they give you, and it is not the best user experience. For B2C, that is a bit of a negative thing."
"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."
"The technical support could improve by having a faster response time."
"One challenge with Entra ID is its complexity, stemming from integrating many components into a single solution."
"In my opinion, Microsoft sometimes releases products too early without providing enough documentation. Our team works with innovative solutions like verified ID, identity governance ,and lifecycle workflow. When we started with lifecycle workflows, we had only two integrated worklows. Still, we couldn't find much of the information we needed in the documentation about our use case or how to leverage IDs in our proof of concept."
"There are no specific areas where improvement is needed at the moment. Everything has been good so far."
"The documentation could be better."
"From time to time it takes a little bit of time to replicate, with some of the applications—something like five to 10 minutes. I know that the design is not supposed to enable real-time replication with some of the applications. But, as an administrator, I would like to run a specific change or modification in Azure Active Directory and see it replicated almost immediately."
 

Pricing and Cost Advice

"The pricing is bad so I rate it a two out of ten."
"The price of Amazon Cognito is low. The pricing model is based on the users."
"The price of the solution depends on the number of users using it."
"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."
"We pay $600 monthly per user for licences and there are no other additional costs."
"The pricing of this solution is good compared to other solutions on the market."
"The product is relatively inexpensive compared to other tools."
"Pricing-wise, they offer a stepladder approach. You can start with the lowest level features, then start increasing based on new requirements."
"Its price is per user. It is also based on the type of user that you're synchronizing up there."
"We pay a yearly license. Licenses are very expensive."
"Make sure that you get the most out of your Office 365 licenses for Azure AD. If you have additional concerns for users who don't have an Office 365 license, consider Azure AD Premium P1 and P2. Be aware that you have to evaluate your license usage beforehand."
"For a small business buying individual licenses, it is an affordable solution."
"Licensing costs for Microsoft Entra ID remain a concern, especially with the price increases in 2023."
"I feel Microsoft is very costly compared to other products. That is also what management is thinking. But when we consider security and support, Microsoft is better than any other product."
"It's really affordable."
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Top Industries

By visitors reading reviews
Computer Software Company
9%
Comms Service Provider
9%
Manufacturing Company
8%
Healthcare Company
6%
Financial Services Firm
11%
Computer Software Company
9%
Manufacturing Company
9%
Government
8%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business8
Midsize Enterprise4
Large Enterprise4
By reviewers
Company SizeCount
Small Business85
Midsize Enterprise38
Large Enterprise155
 

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?
Branding could be improved. When you use the Amazon Cognito domain and have a panel to login the user, I would add more customization options, such as icons or customization to the modal window whi...
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?
My experience with the pricing, setup costs, and licensing of Microsoft Entra ID is that it is decent.
What needs improvement with Azure Active Directory?
I think Microsoft Entra ID could be improved by assigning permissions to nested groups in the next release.
 

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: December 2025.
881,733 professionals have used our research since 2012.