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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."
"This is a scalable solution. If our app or general usage increases, this solution can support it."
"I rate Amazon Cognito nine out of ten."
"The solution is proto connective and integrates well with other AWS services."
"The federation is one of the most efficient features as the pricing is competitive."
"The features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."
"I appreciate Amazon Cognito's ability to scale with demand and its seamless user verification features."
"The most valuable features of Amazon Cognito are OTP validation and email validation."
"It is a very straightforward implementation."
"We haven't had any problems with stability. Everything works fine."
"It's a very intuitive platform. It's easy to create groups and add people."
"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."
"Microsoft Entra ID scales effectively with the growing needs of our organization, as we have never faced any challenges with its scalability."
"The valuable features I use daily are enterprise application, conditional access, identity governance, password monitoring, and a password reset."
"Single sign-on, license management, and role management are the most valuable features. Integration with Microsoft 365 is also very valuable."
"The identity and access management piece is probably the most valuable to us."
 

Cons

"What I found generally lacking in AWS is privileged access management (PAM)."
"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 secure authentication of Amazon Cognito has benefited our company. We were previously using legacy signup systems."
"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."
"Amazon Cognito’s UI needs improvement while onboarding new users."
"I believe this product could improve by enriching user profiles."
"The MFA related to the solution's side is nonexistent."
"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."
"There should be guidance on features, especially security features, in Entra ID and whether they are sufficient on their own. The solution could become expensive when paying extra for enhanced security features, so Microsoft needs to offer better clarity on this matter."
"There is a feature that we have been waiting for regarding Bicep templates. The option to use Bicep templates to deploy Microsoft Entra ID objects from the Azure Portal is needed."
"Microsoft plans to move away from SMS authentication for Multi-Factor Authentication and only implement application-based authenticator, which will be challenging for retail outlets reliant on Microsoft Active Directory."
"Microsoft Entra ID can be improved by having more resources for learning how to best use the tool and understanding best use case scenarios."
"The B2B Federation functionality is not perfect and could be improved. It is not on the same level that we could have if it were being used on-premises. It offers a different experience, which is a bit complicated and has some additional drawbacks."
"The support is a bit slow."
"The conditional access rules are a little limiting. There's greater scope for the variety of rules and conditions you could put in that rules around a more factual authentication for other users. If you have an Azure AD setup, you can then connect to other people's Azure AD, but you don't have a huge amount of control in terms of what you can do. Greater control over guest users and guest access would be better. It's pretty good as it is but that could be improved."
"The transition from on-prem Active Directory to the Azure Cloud was difficult because there aren't group policy objectives."
 

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 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."
"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 pricing of this solution is good compared to other solutions on the market."
"The pricing depends on the use case and can be negotiated based on volume."
"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 subscription should be categorized by business size. For example, small companies should have a discounted price, this would help small companies and the organization to be automated."
"Licensing is easy."
"We are a non-profit organization, so we get good prices from Microsoft for their products. It is working well, but it could be cheaper. For the type of organization we are, it would be good if they could give a little bit more and be more generous like Google, which has completely free services. Microsoft has free versions or web services called Office 365 E1, which is free for use, but we want to have it with more qualified clients."
"We pay a yearly license. Licenses are very expensive."
"I am not involved in the pricing or licensing, so I can't speak to that."
"I think we're on the E3 — I think it was about 35 dollars per user."
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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
13%
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.
869,785 professionals have used our research since 2012.