--- title: "Amazon Cognito: search popularity in New Zealand" description: "Amazon Web Services's user sign-up and sign-in service. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/amazon-cognito" publisher: "Brandwave" --- # Amazon Cognito: search popularity in New Zealand Amazon Web Services's user sign-up and sign-in service. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Amazon Cognito - **Owned by**: Amazon Web Services - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among authentication platforms**: 4.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Authentication platforms | 5 | 4.1% | 140 | - [Authentication platforms](/demand/nz/categories/nz-authentication-platforms) ## Top authentication platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Amazon Cognito was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon Cognito is the third most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Auth0 | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Microsoft Entra ID | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Amazon Cognito | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Clerk | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Okta | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Microsoft Entra External ID | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Firebase | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | WorkOS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Stytch | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | Frontegg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about authentication platforms - Asked ChatGPT "Which authentication platform should I use in New Zealand?": 1. Auth0, 2. Microsoft Entra ID, 3. Amazon Cognito, 4. Microsoft Entra External ID - Asked ChatGPT "What are the best authentication platforms in New Zealand?": 1. Auth0, 2. Microsoft Entra ID, 3. Okta, 4. Amazon Cognito, 5. Firebase, 6. Microsoft Entra External ID - Asked ChatGPT "What's the best authentication platform in New Zealand for login for apps?": 1. Clerk, 2. Auth0, 3. Amazon Cognito - Searched Google, AI Overview "authentication platform": 1. Stytch - Searched Google, AI Overview "identity platform": 1. Microsoft Entra ID Not named in any answer: WorkOS and Frontegg. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for Amazon Cognito changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Amazon Cognito in New Zealand fell from 150 to 140. - Across the 12 months ending September 2026, Amazon Cognito’s share of searches among authentication platforms in New Zealand peaked at 4.1% in September 2026 and was lowest at 1.7% in June 2026. ## How did search popularity change for New Zealand authentication platforms in September 2026? - In September 2026, Microsoft Entra External ID overtook Clerk to rank 6th among authentication platforms in New Zealand, with 1.8% of the searches. - In September 2026, Auth0 gained share of searches among authentication platforms in New Zealand, from 13.6% to 17.6%. - In September 2026, Amazon Cognito gained share of searches among authentication platforms in New Zealand, from 3.3% to 4.1%. - In September 2026, Okta lost share of searches among authentication platforms in New Zealand, from 46.9% to 43.4%. - In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%. - In September 2026, Firebase rose from 9th to 8th among authentication platforms in New Zealand. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Authentication platforms | 150 | 3.7% | 5 | | Nov 2025 | Authentication platforms | 110 | 3% | 5 | | Dec 2025 | Authentication platforms | 80 | 2.8% | 6 | | Jan 2026 | Authentication platforms | 90 | 2.6% | 5 | | Feb 2026 | Authentication platforms | 80 | 2.4% | 6 | | Mar 2026 | Authentication platforms | 140 | 3.2% | 5 | | Apr 2026 | Authentication platforms | 90 | 2.5% | 6 | | May 2026 | Authentication platforms | 90 | 2.3% | 6 | | Jun 2026 | Authentication platforms | 70 | 1.7% | 5 | | Jul 2026 | Authentication platforms | 110 | 2.6% | 5 | | Aug 2026 | Authentication platforms | 120 | 3.3% | 5 | | Sep 2026 | Authentication platforms | 140 | 4.1% | 5 | ## How are Amazon Cognito’s branded searches counted? Brandwave collects information about searches that people make online using Amazon Cognito’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “amazon cognito” - “aws cognito” ## Which authentication platforms compete with Amazon Cognito? - [Okta](/demand/nz/brands/okta) - [Microsoft Entra ID](/demand/nz/brands/microsoft-entra-id): Head-to-head: /demand/nz/compare/amazon-cognito-vs-microsoft-entra-id - [Auth0](/demand/nz/brands/auth0): Head-to-head: /demand/nz/compare/amazon-cognito-vs-auth0 - [WorkOS](/demand/nz/brands/workos): Head-to-head: /demand/nz/compare/amazon-cognito-vs-workos - [Microsoft Entra External ID](/demand/nz/brands/microsoft-entra-external-id): Head-to-head: /demand/nz/compare/amazon-cognito-vs-microsoft-entra-external-id - [Clerk](/demand/nz/brands/clerk-auth): Head-to-head: /demand/nz/compare/amazon-cognito-vs-clerk-auth - [Firebase](/demand/nz/brands/firebase) - [Stytch](/demand/nz/brands/stytch) - [Frontegg](/demand/nz/brands/frontegg) ## Who owns Amazon Cognito? Amazon Cognito is owned by Amazon Web Services. Brandwave also tracks Amazon CloudFront, Amazon RDS and AWS WAF, owned by the same company, in New Zealand. - [Amazon Web Services](/demand/nz/companies/amazon-web-services): Owns 19 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Amazon Cognito? Amazon Cognito is owned by Amazon Web Services. Brandwave also tracks Amazon CloudFront, Amazon RDS and AWS WAF, owned by the same company, in New Zealand. ## Cite this page Brandwave. "Amazon Cognito: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/amazon-cognito This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/amazon-cognito. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.