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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 November 2025, in the Access Management category, the mindshare of Amazon Cognito is 5.9%, up from 5.7% compared to the previous year. The mindshare of Microsoft Entra ID is 22.5%, down from 26.3% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Market Share Distribution
ProductMarket Share (%)
Microsoft Entra ID22.5%
Amazon Cognito5.9%
Other71.6%
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

"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."
"The multi-factor authentication setup has room for improvement."
"The most valuable feature of the solution is its swift authentication."
"They offer a permission tool to help us manage multi-factor authentication."
"I rate Amazon Cognito nine out of ten."
"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."
"Cognito speeds up our development and saves us time."
"It helps with privacy control of identity data. It makes security very easy."
"Microsoft Entra ID efficiently responds to numerous requests, and we have not faced significant connectivity issues, making it reliable."
"Federated identity management is a great feature for the zero-trust model."
"The most valuable feature is the ability to establish resource groups and set permissions through RBAC across these groups."
"Every feature in Microsoft Entra ID plays a crucial role in overall security."
"I like how Entra allows you to upload a CSV file with user details for bulk user creation. This is useful for automation. Entra has made it easy to manage identity and access by integrating with all Microsoft services. Everything is managed in a single place, eliminating the need for another application."
"All of the features are amazing, such as identity governance and privileged identity management."
"It offers good Microsoft integration capabilities."
 

Cons

"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."
"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."
"The setup and configuration can be complex, especially for advanced use cases."
"The secure authentication of Amazon Cognito has benefited our company. We were previously using legacy signup systems."
"There is room for improvement in Amazon Cognito."
"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 solution can improve the educational portion because it is an administration cost."
"They can improve how people manage their accounts. They can simplify and provide more information about adding or updating a phone number or email id in the MSA account. A lot of time users do get confused about where to go. For example, if I've changed my mobile number, where do I go and change my mobile number in the MSA account? A lot of time, employees think if they change the phone number in the HR database, it'll automatically get changed on the MSA account, which is not the case. Microsoft can simplify that and add these questions in the FAQ documents as well."
"We'd like to be able to link to non-Mircosft products, like Linux."
"The product could be more cost-effective."
"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."
"The workflow management for registering new applications and users could be improved."
"Microsoft often changes settings, and many features are scattered."
"Azure AD could be more robust and adopt a saturated model, where they can offer unlimited support for a multi-cloud environment."
 

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 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 product is relatively inexpensive compared to other tools."
"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."
"We pay $600 monthly per user for licences and there are no other additional costs."
"It is a packaged license. We have a Premium P1 subscription of Office 365, and it came with that."
"Expensive solution, but if you look at the technical benefits it provides, the price for it is decent."
"It's relatively inexpensive in comparison with third-party solutions. It's highly available and supported by Microsoft Azure in our enterprise agreements. With the addition of their B2C tenants, it's hard to beat from a cost perspective now."
"The pricing depends on the use case and can be negotiated based on volume."
"The price is good, and we have no complaints."
"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."
"I would advise implementing the solution to VIPs and admins; it's affordable, effective, and efficient. I would say training staff on properly using the tool is also essential."
"Its price is okay. It is easy to go from P1 to P2 license. It is not exactly a bargain, but I would recommend the P2 license."
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Top Industries

By visitors reading reviews
Computer Software Company
11%
Comms Service Provider
10%
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.
873,085 professionals have used our research since 2012.