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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
11th
Average Rating
7.6
Reviews Sentiment
6.5
Number of Reviews
17
Ranking in other categories
No ranking in other categories
Microsoft Entra ID
Ranking in Access Management
1st
Average Rating
8.6
Reviews Sentiment
7.0
Number of Reviews
277
Ranking in other categories
Single Sign-On (SSO) (2nd), 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 August 2026, in the Access Management category, the mindshare of Amazon Cognito is 2.5%, down from 5.7% compared to the previous year. The mindshare of Microsoft Entra ID is 11.4%, down from 25.0% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Access Management Mindshare Distribution
ProductMindshare (%)
Microsoft Entra ID11.4%
Amazon Cognito2.5%
Other86.1%
Access Management
 

Featured Reviews

BM
Staff Software Engineer at Visa
Custom authentication has enabled secure multi-factor logins and unified access across apps
The features or capabilities of Amazon Cognito that I have found the most valuable so far include its seamless operation and the requirement of fewer integrations from the client side. All the features are there, enabling us to create the users, manage the groups, and manage access. Mostly, the access management is very good in Amazon Cognito, I would say. The benefits and positive impacts that Amazon Cognito has had in my experience include the fact that earlier we needed to implement so many things on behalf of the product itself. Now, the go-to-market strategy requires less than a week to complete integrations of the user flow, specifically mentioning that a basic authentication flow could be completed in a week itself. We don't have to care about how we manage the passwords, how we manage groups, and how we manage access management because all those things are there. It's handy, the documentation is very good, and it is easy to integrate. That's the reason I would say that the impact AWS is building on the product is great.
Stafin Jacob - PeerSpot reviewer
Microsoft 365 Security & Compliance Practice Lead at Invoke
Identity has become our central gatekeeper and has provided secure single sign-on for all users
Microsoft Entra ID can improve by focusing more on new passwordless methods and becoming a primary adopter. One feature we would like to see is the ability to have security questions for password resets. I know the current capability is phasing out, so we do not have an alternative method yet. Customers who already use security questions require a smoother transition for that capability to be available. My experience with the deployment has had some challenges, particularly around the Microsoft MFA campaigns. The hardest part is moving users from a different MFA provider to the Microsoft MFA provider, as it ultimately depends on user activity. In large enterprises with numerous users across various geographies, this transition takes time. If there are ways to exert more control around that process, it would improve the situation.

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Pros

"This is a scalable solution. If our app or general usage increases, this solution can support it."
"The most valuable feature of the solution is its swift authentication."
"They offer a permission tool to help us manage multi-factor authentication."
"The federation is one of the most efficient features as the pricing is competitive."
"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 features most valuable to us are the ability to integrate with various IDPs and the capability to sync with multiple applications."
"The most valuable features of Amazon Cognito are OTP validation and email validation."
"I would recommend Cognito for users who are already AWS customers."
"Delegated permissions and federated credentials are valuable features of Entra ID."
"It enhances security, especially for unregistered devices. It 1000% has security features that help to improve our security posture. It could be irritating at times, but improving the security posture is exactly what the Authenticator app does."
"Since implementing Microsoft Entra ID, it has definitely improved our security posture because we also use Microsoft Sentinel and Defender for Cloud within our whole Azure environment."
"The most valuable feature is Identity and Access Management. As an IT administrator, this feature allows me to manage access for users and groups."
"I like the way it communicates to the cloud."
"It's an easy product to maintain."
"This is the right platform if you are looking for scalability."
"Thanks to the implementation of Microsoft Entra ID, our security team can operate with confidence, as we can go to clients and say that no matter if their credentials get leaked, they still cannot access work data because the device they use must be enrolled within Intune."
 

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."
"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."
"Amazon Cognito could improve by simplifying the configuration."
"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, but in Cognito, for each scope, there is a separate endpoint."
"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."
"Amazon Cognito could be improved by making it easier for us to add more data to the token, allowing customization of JWT. It requires a complex program to customize the token currently, however, the UI could support this configuration better."
"I would rate Microsoft Entra ID an eight based on some experiences, such as asking for repetitive connectivity and on the confirmation or verification, but I think the rest are good."
"There are areas for improvement, particularly when moving between tenants. If we create a new tenant and try to set it up under the same organization, it becomes extremely difficult. A recent incident we dealt with took four months to resolve with a seven-day deadline, which was quite frustrating."
"The integration between the Azure active directory and the traditional active directory could be improved upon."
"Since implementing Microsoft Entra ID, I've observed changes in the frequency and nature of identity-related security incidents."
"They can simplify and provide more information about adding or updating a phone number or email id in the MSA account."
"There is a lot of room for improvement in terms of its integration with the local Active Directory. There are some gaps in terms of the local Active Directory through which Microsoft is syncing our environment from our data center. There should be the availability of custom attributes on Azure Active Directory. In addition, there should be the availability of security groups and distribution groups that are residing on the local Active Directory. Currently, they are not replicated on Azure Active Directory by default."
"There is a concept of cross-tenant trust relationships, which I believe Microsoft is actively pursuing. That is something which in the coming days and years to come by will be very key to the success of Azure Active Directory, because many organizations are going into mergers and acquisitions or spinning off new companies. They will still have to access the old tenant information because of multiple legal reasons, compliance reasons, and all those things. So, there should be some level of tenant-level trust functionality, where you can bring people from other tenants to access some part of your tenant application. So, that is an area which is growing. I believe Microsoft is actively pursuing this, and it will be an interesting piece."
"We have a custom solution now running to tie all those Azure ADs together. We use the B2B functionality for that. Improvements are already on the roadmap for Azure AD in that area. I think they will make it easier to work together between two different tenants in Azure AD, because normally one tenant is a security boundary. For example, company one has a tenant and company two has a tenant, and then you can do B2B collaboration between those, but it is still quite limited. For our use case, it is enough currently. However, if we want to extend the collaboration even further, then we need an easier way to collaborate between two tenants, but I think that is already on the roadmap of Azure AD anyway."
 

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."
"We pay $600 monthly per user for licences and there are no other additional costs."
"The price of the solution depends on the number of users using it."
"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 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 price is fine. It's a good value for the money compared with other solutions."
"The cost of Entra ID depends entirely on our organization's specific needs and use cases."
"The cost is billed on a per-user licensing basis."
"Microsoft has a free version of Azure AD. So, if you don't do a lot of advanced features, then you can use the free version, which is no cost at all because it is underpinning Office 365. Because Microsoft gives it to you as a SaaS, so there are no infrastructure costs whatsoever that you need to incur. If you use the free version, then it is free. If you use the advanced features (that we use), it is a license fee per user."
"We make sure that we only enable the licenses that are needed for the users, rather than enabling licenses in a blanket fashion."
"The pricing is good; it's not cheap but very reasonable."
"It can be a bit expensive for organizations, but they do have different pricing models. Their free tier can be used on a personal level, but for an organization, the licenses might be a bit expensive. In general, the licenses can become cheaper, which will make it accessible for more people."
"For a small business buying individual licenses, it is an affordable solution."
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Top Industries

By visitors reading reviews
Comms Service Provider
11%
Construction Company
9%
Manufacturing Company
8%
Financial Services Firm
8%
Financial Services Firm
11%
Outsourcing Company
8%
Manufacturing Company
8%
Government
7%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business8
Midsize Enterprise4
Large Enterprise5
By reviewers
Company SizeCount
Small Business89
Midsize Enterprise42
Large Enterprise162
 

Questions from the Community

What is your experience regarding pricing and costs for Amazon Cognito?
I am aware that the pricing of Amazon Cognito is not managed by me directly but is managed by some other teams, specifically the DevOps teams. As far as I know, it is based on how many users we hav...
What needs improvement with Amazon Cognito?
I think Amazon Cognito provides less flexibility to customize at the moment. It is very tightly coupled with its own services, so it does not provide customization according to what the client need...
What is your primary use case for Amazon Cognito?
The usual use cases for Amazon Cognito that I have been working with mostly involve working for TLG Apps for three and a half years, where TLG Apps is a FinTech company in the UK. We were working f...
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 is your experience regarding pricing and costs for Azure Active Directory?
My experience with pricing, setup cost, and licensing is that going through and being able to use these things is always part of delivering an M365 bundle, so I don't think the experience is great ...
What needs improvement with Azure Active Directory?
Microsoft Entra ID can be improved by open-sourcing it. You already have Windows Subsystem for Linux, which is open-source Linux in Microsoft. One major shift for Microsoft would be using the commo...
 

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: June 2026.
908,834 professionals have used our research since 2012.