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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
10th
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
236
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 October 2025, in the Access Management category, the mindshare of Amazon Cognito is 6.3%, up from 5.6% compared to the previous year. The mindshare of Microsoft Entra ID is 24.0%, down from 25.5% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Market Share Distribution
ProductMarket Share (%)
Microsoft Entra ID24.0%
Amazon Cognito6.3%
Other69.7%
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

"What I find most valuable about Amazon Cognito is the single sign-on feature that provides a token for accessing protected APIs."
"The features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."
"They offer a permission tool to help us manage multi-factor authentication."
"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."
"The solution is proto connective and integrates well with other AWS services."
"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."
"What is quite valuable is that we can outsource storage of the credentials to AWS, and they manage it quite securely."
"The most valuable features of Amazon Cognito are OTP validation and email validation."
"The valuable features I use daily are enterprise application, conditional access, identity governance, password monitoring, and a password reset."
"We have about 80 users in the Azure Active Directory right now, however, we know that if it was necessary to scale it for hundreds or thousands of users, it wouldn't be a problem."
"Microsoft Entra ID acts as our core directory."
"I would rate Microsoft Entra ID 10 out of 10."
"The solution scales well."
"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."
"Our most valuable features are conditional access and Azure application proxy."
"The features of Microsoft Entra ID that I find most valuable include the ability to define service principles and assign permissions."
 

Cons

"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."
"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."
"Amazon Cognito could be improved by making it easier for us to add more data to the token, allowing customization of JWT."
"The setup and configuration can be complex, especially for advanced use cases."
"Amazon Cognito’s UI needs improvement while onboarding new users."
"There is room for improvement in Amazon Cognito."
"What I found generally lacking in AWS is privileged access management (PAM)."
"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."
"Entra ID is not battle-tested or stable enough to support a business of our size. There are some design issues specifically around support for legacy services."
"I had some issues with the Azure Active Directory on Windows XP. However, it worked well on Windows 7."
"Though the installation was seamless, it took longer than expected to be completed."
"Their support needs improvement. The UI can also be better. The menu options are very confusing at times."
"Azure Active Directory could be made easier to use. We have large amounts of data and storage. We are looking for video files and media content for applications, we will think about options, such as cloud storage or a CDN."
"One challenge with Entra ID is its complexity, stemming from integrating many components into a single solution."
"To improve Microsoft Entra ID, it should be made simpler because there is a lot of stuff to do in the platform, which could be reduced to fewer buttons."
"Our organization's approach to defending against token theft and nation-state attacks has not changed significantly since implementing Microsoft Entra ID, as we have a big concern about token theft yet know we cannot do anything."
 

Pricing and Cost Advice

"The product is relatively inexpensive compared to other tools."
"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 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."
"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 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."
"It is bundled with other services and the pricing is quite reasonable."
"The licensing cost is a bit prohibitive."
"The product's price is in the midrange."
"I am not involved in the pricing or licensing, so I can't speak to that."
"We have various levels of their licensing, which includes users on different levels of their enterprise offering."
"Licensing is easy."
"We are always looking for better pricing."
"For you to make use of some of the security features, you need to upgrade your licenses. If it is possible, could they just make some features free? For instance, for the Condition Access policy, you need to set that up and be on Azure AD P2 licensing. So if they could make it free or reduce the licensing for small businesses, that would be cool, as I believe security is for everyone."
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Top Industries

By visitors reading reviews
Computer Software Company
12%
Comms Service Provider
11%
Manufacturing Company
7%
Healthcare Company
6%
Computer Software Company
12%
Financial Services Firm
11%
Manufacturing Company
9%
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?
The cost of Microsoft Entra ID is around $8 per month, which I find very reasonable.
 

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 2025.
870,697 professionals have used our research since 2012.