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 #9 with an average rating of 7.6, while Microsoft is ranked #1 with an average rating of 8.7. Amazon Web Services (AWS) holds a 7.0% mindshare in AM, compared to Microsoft’s 26.8% 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

1,831 Views
132 Comparison Views

80% willing to recommend

Microsoft Entra ID

Read 234 Microsoft Entra ID reviews

7,146 Views
1,273 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: June 2025).

Buyer's Guide

Amazon Cognito vs. Microsoft Entra ID

June 2025

Download the complete report

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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

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) (2nd), Identity and Access Management as a Service (IDaaS) (IAMaaS) (1st), Microsoft Security Suite (2nd)

Mindshare comparison

As of July 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 26.8%, up from 23.4% 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

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

"Cognito speeds up our development and saves us time."

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

"I rate Amazon Cognito nine out of ten."

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

"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."

"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."

"The multi-factor authentication setup has room for improvement."

More Amazon Cognito pros

"Privileged Identity Management (PIM), managed identities, dynamic groups, and extension and security attributes are all great features."

"We have the ability to define the email user in the designated field."

"Entra ID's anti-phishing measures have improved our phishing response."

"Microsoft Entra ID deserves a ten out of ten rating."

"Being able to use Azure AD means that you can use some of the Azure AD security features like Advanced Password Protection. As well as querying your normal password requirements like lengths and complexity, Azure AD has a feature in which you can put specific words. It can be words to do with your company, words to do with your company location, or words that a lot of your employees would otherwise use. You can disallow them. It's very good at making more obvious passwords, ones they're not allowed to use anymore. That's a good feature."

"In terms of identity management, it helps to improve security posture. It generally helps in terms cloud security, simplicity, and single sign-on for multiple apps."

"It's a very scalable solution."

"I like that you can run it on-premises. I also like that I can use Azure at any time as the main one."

More Microsoft Entra ID pros

Cons

"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."

"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."

"What I found generally lacking in AWS is privileged access management (PAM)."

"Amazon Cognito could improve by simplifying the configuration."

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

"The MFA related to the solution's side is nonexistent."

"The secure authentication of Amazon Cognito has benefited our company. We were previously using legacy signup systems."

More Amazon Cognito cons

"The robustness of the conditional access feature of the zero trust strategy to verify users is adequate but not comprehensive."

"The ease of use regarding finding audit information for users could also be improved."

"Microsoft needs to make improvements in this regard and extend its services to other operating systems as well, especially when considering their widespread usage."

"In the compliance area, the granulation of access to storage accounts or Kubernetes could be improved."

"The technical support can be confusing - if you're looking for something very specific, it can be hard to get the right answer or a solution."

"The only issue with Azure AD is that it doesn't have control over the wifi network. You have to do something more to have a secure wifi network. To have it working, you need an active directory server on-premises to take care of the networks."

"Something that can be improved is their user interface"

"I believe it can also be integrated into other Microsoft products, as well as more integrations with other solutions."

More Microsoft Entra ID cons

Pricing and Cost Advice

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

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

"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 product is relatively inexpensive compared to other tools."

"The licensing is really not clear unless you are a premium client."

"Entra ID is not too bad, but Microsoft licensing generally is insane. Most customers normally buy a bundle license with Microsoft 365, E3, or E5. Out of our 2,000 customers, for 99.9% of our customers, the Entra ID license that they are getting through the part of that would be sufficient. There are some more advanced ones that give you a bit more functionality, but we probably have not had a customer for that. We do not even internally use that ourselves. When you buy the Entra ID license on its own, it is probably three or four pounds. You just get it included in the license."

"I give the cost a three out of ten."

"Entra's pricing is somewhat higher compared to AWS."

"The licensing costs are yearly. There is a standard fee per user."

"We have a yearly license."

"The cost of Entra ID depends entirely on our organization's specific needs and use cases."

"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."

More Microsoft Entra ID pricing and cost advice

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Top Industries

By visitors reading reviews

Computer Software Company

15%

Comms Service Provider

10%

Government

Manufacturing Company

Educational Organization

16%

Computer Software Company

12%

Financial Services Firm

10%

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 4% of the time

Ping Identity Platform vs Amazon Cognito

Compared 4% of the time

OneLogin by One Identity vs Amazon Cognito

Compared 2% 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 9% of the time

Okta Workforce Identity vs Microsoft Entra ID

Compared 6% 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

June 2025

Download Amazon Cognito product report

Buyer's Guide

Microsoft Entra ID

June 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

June 2025

Free Report: Amazon Cognito vs. Microsoft Entra ID

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