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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
8th
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 September 2025, in the Access Management category, the mindshare of Amazon Cognito is 6.8%, up from 6.2% compared to the previous year. The mindshare of Microsoft Entra ID is 24.8%, up from 24.7% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Market Share Distribution
ProductMarket Share (%)
Microsoft Entra ID24.8%
Amazon Cognito6.8%
Other68.4%
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

"The most valuable feature of the solution is its swift authentication."
"Cognito speeds up our development and saves us time."
"The most valuable features of Amazon Cognito are OTP validation and email validation."
"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."
"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."
"The multi-factor authentication setup has room for improvement."
"What I find most valuable about Amazon Cognito is the single sign-on feature that provides a token for accessing protected APIs."
"Syncing with our on-prem Active Directory is valuable because we do not have to keep multiple identities for each of our staff members. We can easily evaluate login risks and provide access for SSO via 365 into applications, such as Salesforce, and other things that we run our business on."
"The most valuable feature is Identity and Access Management. As an IT administrator, this feature allows me to manage access for users and groups."
"We have not had any formal issues with scalability."
"It's not intuitive and we use it mainly for our Office 365 files. The integration between the two is interesting. However, the learning curve is high."
"It's multi-tenant, residing in multiple locations. The authentication happens quickly. Irrespective of whether I'm in Australia, the US, India, or Africa, I don't see any latency. Those are the good features that I rely on."
"The features around permissions are excellent."
"The most valuable feature is the ease of scalability."
"We can have an audit and we can easily audit logs."
 

Cons

"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."
"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."
"The MFA related to the solution's side is nonexistent."
"The setup and configuration can be complex, especially for advanced use cases."
"Amazon Cognito’s UI needs improvement while onboarding new users."
"Whatever business requirements we needed in the past three years, users were created, with the name of the user and they were not connected with the Active Directory. We were trying to in house in three years and with directory, but we were not able to achieve it."
"It could be better if a simple member could understand more easily the prices of the products and packages offered by Microsoft."
"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."
"I would like them to improve the dashboard by presenting the raw data in a more visual way for the logs and events. That would help us understand the reports better."
"The solution could be improved when it comes to monitoring and logging as these are the most critical areas in case something was to go wrong."
"The cost is one area that needs improvement."
"Microsoft support has some room for improvement. I avoid contacting them because it can be time-consuming."
"The scalability of the solution is good."
 

Pricing and Cost Advice

"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."
"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 the solution depends on the number of users using it."
"The price of Amazon Cognito is expensive. We are on an annual subscription."
"Licensing costs for Microsoft Entra ID remain a concern, especially with the price increases in 2023."
"The product's price is in the midrange."
"Compared to other Microsoft products, the cost is not too expensive. There's a free tier available, though it doesn't include all features. Overall, it's well-priced."
"The licensing costs are yearly. There is a standard fee per user."
"It's pretty good. We're using the native features. It's bundled with our Office 365 licenses. We aren't paying anything extra for Azure Active Directory. It's pretty good for us because it's complementary to Office 365. We're only paying for Office 365."
"Entra has P1 and P2 licenses that are bundled with lots of applications."
"The product is relatively affordable, especially compared to Okta, a pricey solution."
"Everything needs to be considered for the requirements and if it is within the budget, then you can come up with a solution, whether it is SaaS, PaaS, or IaaS."
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Top Industries

By visitors reading reviews
Computer Software Company
13%
Comms Service Provider
10%
Manufacturing Company
7%
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.
867,370 professionals have used our research since 2012.