--- title: "Amazon Cognito vs Microsoft Entra ID: Which is searched more in New Zealand?" description: "Is Amazon Cognito or Microsoft Entra ID more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Authentication platforms set in New Zealand. 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/compare/amazon-cognito-vs-microsoft-entra-id" publisher: "Brandwave" --- # Amazon Cognito vs Microsoft Entra ID: Which is searched more in New Zealand? Is Amazon Cognito or Microsoft Entra ID more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Authentication platforms set in New Zealand. 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 - **Compared**: Amazon Cognito and Microsoft Entra ID - **Competitive set**: Authentication platforms - **Market**: New Zealand - **Month measured**: Sep 2026 - **Amazon Cognito Share of Search**: 4.1% - **Microsoft Entra ID Share of Search**: 21.7% ## Is Amazon Cognito or Microsoft Entra ID more popular in search? - 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%. - Microsoft Entra ID 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, Microsoft Entra ID’s share of searches among authentication platforms in New Zealand moved from 16% to 21.7%, and its estimated monthly branded searches moved from 650 to 740. ## 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. 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 did search popularity change for New Zealand authentication platforms in September 2026? - In September 2026, Amazon Cognito gained share of searches among authentication platforms in New Zealand, from 3.3% to 4.1%. - In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%. ## Month by month | Month | Amazon Cognito estimated searches | Amazon Cognito Share of Search | Amazon Cognito rank | Microsoft Entra ID estimated searches | Microsoft Entra ID Share of Search | Microsoft Entra ID rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 150 | 3.7% | 5 | 650 | 16% | 2 | | Nov 2025 | 110 | 3% | 5 | 530 | 14.4% | 3 | | Dec 2025 | 80 | 2.8% | 6 | 350 | 12.1% | 3 | | Jan 2026 | 90 | 2.6% | 5 | 470 | 13.6% | 3 | | Feb 2026 | 80 | 2.4% | 6 | 650 | 19.3% | 2 | | Mar 2026 | 140 | 3.2% | 5 | 710 | 16% | 3 | | Apr 2026 | 90 | 2.5% | 6 | 530 | 14.7% | 3 | | May 2026 | 90 | 2.3% | 6 | 780 | 19.9% | 2 | | Jun 2026 | 70 | 1.7% | 5 | 870 | 21.4% | 2 | | Jul 2026 | 110 | 2.6% | 5 | 800 | 18.9% | 2 | | Aug 2026 | 120 | 3.3% | 5 | 870 | 23.6% | 2 | | Sep 2026 | 140 | 4.1% | 5 | 740 | 21.7% | 2 | ## How each brand is measured 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**: Measured on the search terms “amazon cognito” and “aws cognito”, summed into one figure. - **Microsoft Entra ID**: Measured on the search terms “entra id” and “microsoft entra id”, summed into one figure. - [Amazon Cognito profile](/demand/nz/brands/amazon-cognito) - [Microsoft Entra ID profile](/demand/nz/brands/microsoft-entra-id) - [All authentication platforms in New Zealand](/demand/nz/categories/nz-authentication-platforms): The set both shares are measured inside, 10 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 ### Is Amazon Cognito or Microsoft Entra ID more popular in search? 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%. ## Cite this page Brandwave. "Amazon Cognito vs Microsoft Entra ID: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-cognito-vs-microsoft-entra-id This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-cognito-vs-microsoft-entra-id. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.