Amazon Cognito vs Auth0:Which is more popular?
In September 2026, Auth0 had more branded searches than Amazon Cognito among authentication platforms in New Zealand. Auth0 had about 600 branded searches, while Amazon Cognito had 140. Auth0 made up 17.6% 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 Auth0 each appeared in three of the five answers. Auth0 was mentioned before Amazon Cognito in every answer.
Who do people search for more?
Auth0, about 4 searches for every 1 for Amazon Cognito
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Auth0, named ahead of Amazon Cognito in every answer
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Top authentication platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Cognito and Auth0 were each mentioned in three out of five: in all 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.
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
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
WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Microsoft Entra External ID0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Firebase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stytch0 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
Asked ChatGPT
“Which authentication platform should I use in New Zealand?”
Asked ChatGPT
“What are the best authentication platforms in New Zealand?”
Asked ChatGPT
“What's the best authentication platform in New Zealand for login for apps?”
Searched Google, AI Overview
“authentication platform”
Searched Google, AI Overview
“identity platform”
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 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 ten authentication platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Auth0, Amazon Cognito. The figures are in the table below the chart.
View monthly share of searches table
| Month | Okta | Microsoft Entra ID | Auth0 | WorkOS | Amazon Cognito | Microsoft Entra External ID | Clerk | Firebase | Stytch | Frontegg |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.8% | 16% | 15.3% | 4.7% | 3.7% | 2.2% | 1.5% | 1.2% | 0.25% | 0.25% |
| Nov 2025 | 54.6% | 14.4% | 16.6% | 4.3% | 3% | 1.6% | 2.4% | 1.9% | 0.82% | 0.27% |
| Dec 2025 | 55.2% | 12.1% | 16.9% | 5.5% | 2.8% | 2.1% | 3.1% | 1.4% | 0.69% | 0.34% |
| Jan 2026 | 55.9% | 13.6% | 17.4% | 4.6% | 2.6% | 1.4% | 2.3% | 1.2% | 0.58% | 0.29% |
| Feb 2026 | 49.3% | 19.3% | 18.1% | 4.5% | 2.4% | 2.7% | 2.4% | 0.89% | 0.3% | 0.3% |
| Mar 2026 | 54.5% | 16% | 16.4% | 4.7% | 3.2% | 1.6% | 2% | 0.9% | 0.45% | 0.23% |
| Apr 2026 | 54.3% | 14.7% | 16.6% | 5.3% | 2.5% | 1.9% | 3% | 1.1% | 0.28% | 0.28% |
| May 2026 | 46.4% | 19.9% | 18.9% | 7.1% | 2.3% | 1.3% | 2.8% | 0.77% | 0.26% | 0.26% |
| Jun 2026 | 49.6% | 21.4% | 15.2% | 6.6% | 1.7% | 1.7% | 1.7% | 1.2% | 0.49% | 0.25% |
| Jul 2026 | 56.4% | 18.9% | 11.8% | 5.4% | 2.6% | 1.2% | 2.1% | 0.94% | 0.47% | 0.24% |
| Aug 2026 | 46.9% | 23.6% | 13.6% | 7.6% | 3.3% | 1.1% | 1.9% | 0.81% | 1.1% | 0.27% |
| Sep 2026 | 43.4% | 21.7% | 17.6% | 7.9% | 4.1% | 1.8% | 1.5% | 1.2% | 0.59% | 0.29% |
How has the Amazon Cognito and Auth0 comparison changed over the last 12 months?
3 findings
- Auth0 was ahead of Amazon Cognito in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Cognito’s share of searches among authentication platforms in New Zealand moved from 3.7% to 4.1%, and its estimated monthly branded searches moved from 150 to 140.
- Across the 12 months ending September 2026, Auth0’s share of searches among authentication platforms in New Zealand moved from 15.3% to 17.6%, and its estimated monthly branded searches moved from 620 to 600.
How did search popularity change for New Zealand authentication platforms in September 2026?
2 changes
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%.
How are branded searches counted?
6 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
4 branded search terms
- auth0
- auth0 authentication
- auth0 identity
- auth0 sso
Other head-to-heads among authentication platforms
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