Brandwave

Amazon Cognito vs Auth0:Which is more popular?

In September 2026, Auth0 had more branded searches than Amazon Cognito among authentication platforms worldwide. Auth0 had about 74,400 branded searches, while Amazon Cognito had 24,700. Auth0 made up 2.3% of all authentication platform searches we track, and Amazon Cognito accounted for 0.75%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Auth0 appeared in four of the five answers and Amazon Cognito in two. Auth0 was mentioned before Amazon Cognito in every answer.

Among authentication platforms worldwide in September 2026

Who do people search for more?

Auth0, about 3 searches for every 1 for Amazon Cognito

Auth0 74.4K searchesAmazon Cognito 24.7K searches

Who does AI mention more?

Auth0, mentioned in 4 of 5 answers, Amazon Cognito in 2

Auth0 in 4 of 5Amazon Cognito in 2 of 5

Who does AI recommend more?

Auth0, named ahead of Amazon Cognito in every answer

Auth0 first in 3Amazon Cognito never first

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Top authentication platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Auth0 was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Amazon Cognito was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Auth0 was listed before Amazon Cognito in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Clerk1st
  2. Auth02nd
  3. Supabase3rd
  4. Firebase Authentication4th
  5. WorkOS5th
  6. Amazon Cognito5th
  7. Better Auth7th
  8. Stytch8th
  9. Okta–
  10. Keycloak–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Auth04 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supabase3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clerk3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Better Auth2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Cognito2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase Authentication2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WorkOS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Keycloak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about authentication platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Amazon Cognito or Auth0 more popular in search?

This chart shows how often people search Google for Amazon Cognito and Auth0 by name. Each line represents a brand's share of searches for all 11 authentication platforms we track, month by month, from English-language searches worldwide.

Amazon Cognito and Auth0 among authentication platforms worldwide, by month

Share of searches by month for Auth0, Amazon Cognito. The figures are in the table below the chart.

View monthly share of searches table
MonthSupabaseOktaKeycloakAuth0WorkOSBetter AuthStytchAmazon CognitoFirebase AuthenticationClerkFrontegg
Oct 202542.5%34.7%8.5%4.7%1.4%3.1%1.4%1.7%1.2%0.63%0.15%
Nov 202548%32.3%6.5%4.4%1.3%2.9%1.3%1.5%1.1%0.58%0.14%
Dec 202548.8%32.8%6.6%3.6%1.3%3%1.1%1.2%0.9%0.59%0.12%
Jan 202652.9%29.2%5.9%3.9%1.5%2.6%1.2%1.3%0.8%0.64%0.1%
Feb 202653.3%29.4%5.9%4%1.5%2.2%1.2%1.1%0.66%0.65%0.11%
Mar 202659%26.5%5.3%2.9%1.3%1.9%0.88%0.98%0.48%0.58%0.08%
Apr 202663%23.2%4.6%3.1%1.4%1.7%0.94%0.85%0.63%0.51%0.08%
May 202663.5%23.4%4.7%2.6%1.4%1.7%0.78%0.86%0.52%0.51%0.07%
Jun 202663.6%23.4%4.7%2.6%1.4%1.4%0.95%0.86%0.52%0.52%0.07%
Jul 202663.6%23.4%4.7%2.6%1.4%1.7%0.95%0.74%0.43%0.42%0.08%
Aug 202663.8%23.5%4.7%2.6%1.4%1.4%0.95%0.75%0.35%0.42%0.07%
Sep 202668.2%20.5%4.1%2.3%1.5%1.2%0.83%0.75%0.3%0.3%0.05%

How has the Amazon Cognito and Auth0 comparison changed over the last 12 months?

3 findings

How did search popularity change for authentication platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Amazon Cognito worldwide fell 23.1% over 12 measured months, from 32.1K to 24.7K in September 2026.

  2. Estimated monthly branded searches for Auth0 worldwide fell 18.2% over 12 measured months, from 91K to 74.4K in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Amazon Cognito’s and Auth0’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Amazon Cognito

2 branded search terms

  • amazon cognito
  • aws cognito

Auth0

3 branded search terms

  • auth0
  • auth0 app
  • auth0 authentication

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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