Brandwave

Amazon Cognito vs Clerk:Which is more popular?

In September 2026, Amazon Cognito had more branded searches than Clerk among authentication platforms in New Zealand. Amazon Cognito had about 140 branded searches, while Clerk had 50. Amazon Cognito made up 4.1% of all authentication platform searches we track, and Clerk accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Amazon Cognito appeared in three of the five answers and Clerk in one. Amazon Cognito was mentioned before Clerk in two out of three answers.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Amazon Cognito, about 3 searches for every 1 for Clerk

Amazon Cognito 140 searchesClerk 50 searches

Who does AI mention more?

Amazon Cognito, mentioned in 3 of 5 answers, Clerk in 1

Amazon Cognito in 3 of 5Clerk in 1 of 5

Who does AI recommend more?

Amazon Cognito, named ahead of Clerk in 2 of 3 answers

Amazon Cognito first in 2Clerk first in 1

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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. Clerk was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon Cognito was listed before Clerk 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 Clerk more popular in search?

This chart shows how often people search Google for Amazon Cognito and Clerk 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 Clerk among authentication platforms in New Zealand, by month

Share of searches by month for Amazon Cognito, Clerk. 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 Clerk comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Clerk took it in December 2025, Amazon Cognito took it in January 2026, Clerk took it in April 2026, Amazon Cognito took it in July 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, Clerk’s share of searches among authentication platforms in New Zealand held steady at 1.5%, and its estimated monthly branded searches moved from 60 to 50.

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

3 changes

  1. In September 2026, Microsoft Entra External ID overtook Clerk to rank 6th among authentication platforms in New Zealand, with 1.8% of the searches.

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

  3. Estimated monthly branded searches for Clerk in New Zealand fell 16.7% over 12 measured months, from 60 to 50 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 Clerk’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

Clerk

3 branded search terms

  • clerk auth
  • clerk dev
  • clerk identity

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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