Brandwave

Amazon Cognito vs Microsoft Entra ID:Which is more popular?

In September 2026, Microsoft Entra ID had more branded searches than Amazon Cognito among authentication platforms in New Zealand. Microsoft Entra ID had about 740 branded searches, while Amazon Cognito had 140. Microsoft Entra ID made up 21.7% of all authentication platform searches we track, and Amazon Cognito accounted for 4.1%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Amazon Cognito and Microsoft Entra ID each appeared in three of the five answers. Microsoft Entra ID was mentioned before Amazon Cognito in two out of three answers.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Microsoft Entra ID, about 5 searches for every 1 for Amazon Cognito

Microsoft Entra ID 740 searchesAmazon Cognito 140 searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Amazon Cognito in 3 of 5Microsoft Entra ID in 3 of 5

Who does AI recommend more?

Microsoft Entra ID, named ahead of Amazon Cognito in 2 of 3 answers

Microsoft Entra ID first in 2Amazon Cognito first in 1

Follow Amazon Cognito vs Microsoft Entra ID and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. Microsoft Entra ID was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Entra ID was listed before Amazon Cognito in two out of three answers.

Most recommended by AI

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

  1. Auth01st
  2. Microsoft Entra ID2nd
  3. Amazon Cognito3rd
  4. Clerk4th
  5. Okta5th
  6. Microsoft Entra External ID6th
  7. Firebase7th
  8. WorkOS–
  9. Stytch–
  10. Frontegg–

Mentioned by AI

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

  • Microsoft Entra ID3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Auth03 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Cognito3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra External ID2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clerk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frontegg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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 New Zealand on October 20, 2026.

Is Amazon Cognito or Microsoft Entra ID more popular in search?

This chart shows how often people search Google for Amazon Cognito and Microsoft Entra ID by name. Each line represents a brand's share of searches for all ten authentication platforms we track, month by month, from searches in New Zealand.

Amazon Cognito and Microsoft Entra ID among authentication platforms in New Zealand, by month

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

View monthly share of searches table
MonthOktaMicrosoft Entra IDAuth0WorkOSAmazon CognitoMicrosoft Entra External IDClerkFirebaseStytchFrontegg
Oct 202554.8%16%15.3%4.7%3.7%2.2%1.5%1.2%0.25%0.25%
Nov 202554.6%14.4%16.6%4.3%3%1.6%2.4%1.9%0.82%0.27%
Dec 202555.2%12.1%16.9%5.5%2.8%2.1%3.1%1.4%0.69%0.34%
Jan 202655.9%13.6%17.4%4.6%2.6%1.4%2.3%1.2%0.58%0.29%
Feb 202649.3%19.3%18.1%4.5%2.4%2.7%2.4%0.89%0.3%0.3%
Mar 202654.5%16%16.4%4.7%3.2%1.6%2%0.9%0.45%0.23%
Apr 202654.3%14.7%16.6%5.3%2.5%1.9%3%1.1%0.28%0.28%
May 202646.4%19.9%18.9%7.1%2.3%1.3%2.8%0.77%0.26%0.26%
Jun 202649.6%21.4%15.2%6.6%1.7%1.7%1.7%1.2%0.49%0.25%
Jul 202656.4%18.9%11.8%5.4%2.6%1.2%2.1%0.94%0.47%0.24%
Aug 202646.9%23.6%13.6%7.6%3.3%1.1%1.9%0.81%1.1%0.27%
Sep 202643.4%21.7%17.6%7.9%4.1%1.8%1.5%1.2%0.59%0.29%

How has the Amazon Cognito and Microsoft Entra ID comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Amazon Cognito gained share of searches among authentication platforms in New Zealand, from 3.3% to 4.1%.

  2. In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Amazon Cognito’s and Microsoft Entra ID’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

Microsoft Entra ID

2 branded search terms

  • entra id
  • microsoft entra id

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free