Active Directory VS Amazon Cognito
As of 30 October 2026, Amazon Cognito is named by 198 companies and Active Directory by 5,917; Active Directory skews to companies under 200 people (35% vs 50%), Amazon Cognito to companies over 1,000 (26% vs 35%).
As of 30 October 2026 · refreshed daily · counts move as websites, DNS and career sites are re-read.
The website-and-DNS footprint is not comparable between a marketing suite and a CRM: Active Directory's script and mail records show on hundreds of thousands of small sites, Amazon Cognito rarely leaves a trace outside its own apps. Compare on the job-posting numbers; use the footprint for reach.
- Active Directory: 2–200 employees
- 35%
- Amazon Cognito: 2–200 employees
- 50%
- Active Directory: 1,000+ employees
- 35%
- Amazon Cognito: 1,000+ employees
- 26%
- Postings per company, 90 days
- 2.8 · 2.1
- Website or DNS footprint
- 0 · 0
Who chooses which
Share of each tool's companies in every segment. "Leans" marks a gap of more than two points.
| Segment | Active Directory | share | Amazon Cognito | share | Leans |
|---|---|---|---|---|---|
| Self-employed | 36 | 1% | 2 | 1% | even |
| 2-10 employees | 262 | 4% | 12 | 6% | even |
| 11-50 employees | 693 | 12% | 31 | 16% | Amazon Cognito |
| 51-200 employees | 1,103 | 19% | 56 | 28% | Amazon Cognito |
| 201-500 employees | 1,002 | 17% | 29 | 15% | Active Directory |
| 501-1000 employees | 754 | 13% | 17 | 9% | Active Directory |
| 1001-5000 employees | 1,124 | 19% | 26 | 13% | Active Directory |
| 5001-10000 employees | 307 | 5% | 10 | 5% | even |
| 10,001+ employees | 636 | 11% | 15 | 8% | Active Directory |
| Segment | Active Directory | share | Amazon Cognito | share | Leans |
|---|---|---|---|---|---|
| Technology & software | 1,896 | 32% | 109 | 55% | Amazon Cognito |
| Business & finance services | 1,089 | 18% | 39 | 20% | even |
| Manufacturing & industry | 945 | 16% | 13 | 7% | Active Directory |
| Health care | 341 | 6% | 3 | 2% | Active Directory |
| Commerce & trade | 266 | 4% | 3 | 2% | Active Directory |
| Utilities & infrastructure | 234 | 4% | 3 | 2% | Active Directory |
| Public, community & associations | 232 | 4% | 7 | 4% | even |
| Property & construction | 232 | 4% | 4 | 2% | even |
| Consumer services & leisure | 196 | 3% | 5 | 3% | even |
| Transport, logistics & rental | 151 | 3% | 3 | 2% | even |
| Automotive | 128 | 2% | 2 | 1% | even |
| Media & content | 125 | 2% | 6 | 3% | even |
| Segment | Active Directory | share | Amazon Cognito | share | Leans |
|---|---|---|---|---|---|
| United States | 3,282 | 55% | 113 | 57% | even |
| Germany | 739 | 12% | 7 | 4% | Active Directory |
| United Kingdom | 348 | 6% | 19 | 10% | Amazon Cognito |
| France | 220 | 4% | 9 | 5% | even |
| Canada | 194 | 3% | 5 | 3% | even |
| Australia | 93 | 2% | – | – | outside top 12 |
| Netherlands | 82 | 1% | 5 | 3% | even |
| Switzerland | 78 | 1% | – | – | outside top 12 |
| Austria | 76 | 1% | – | – | outside top 12 |
| India | 71 | 1% | 6 | 3% | even |
| Italy | 66 | 1% | 3 | 2% | even |
| Poland | 62 | 1% | 3 | 2% | even |
| Japan | – | – | 9 | 5% | outside top 12 |
| Brazil | – | – | 5 | 3% | outside top 12 |
| Argentina | – | – | 1 | 1% | outside top 12 |
| Segment | Active Directory | share | Amazon Cognito | share | Leans |
|---|---|---|---|---|---|
| IT operations & business systems | 16,418 | 70% | 58 | 10% | Active Directory |
| Software engineering | 985 | 4% | 371 | 64% | Amazon Cognito |
| Engineering (non-software) | 937 | 4% | 5 | 1% | Active Directory |
| Customer service & success | 684 | 3% | 2 | 0% | Active Directory |
| Sales | 288 | 1% | – | – | outside top 12 |
| Product, program & project management | 263 | 1% | 2 | 0% | even |
| Skilled trades and field service | 158 | 1% | – | – | outside top 12 |
| Data & AI | 142 | 1% | 37 | 6% | Amazon Cognito |
| General management & consulting | 64 | 0% | 3 | 1% | even |
| Administration & office | 60 | 0% | 12 | 2% | even |
| Arts media and entertainment | 40 | 0% | – | – | outside top 12 |
| Finance & accounting | 38 | 0% | – | – | outside top 12 |
| Healthcare support and caregiving | – | – | 7 | 1% | outside top 12 |
| Healthcare clinical | – | – | 4 | 1% | outside top 12 |
| Construction and civil | – | – | 3 | 1% | outside top 12 |
| Human resources | – | – | 2 | 0% | outside top 12 |
The companies behind each column
Companies using Active Directory →
Companies using Amazon Cognito →
Identity ranked →
Quote the sentence with the date and the link. The numbers change daily; the link always shows the current ones.
Amazon Cognito is named by 198 companies in job postings and Active Directory by 5,917; 0 name both. (Breaknorm, 30 October 2026, https://breaknorm.co/compare/active-directory-vs-amazon-cognito)
Read from the source, not self-reported
Every number on this page can be traced to a page we crawled or a posting we read. Full methodology →
- Job postingsRead hourly from career sites. A tool counts when the employer's own text names it as the team's system; both tools can count for one company.
- Website and DNSScripts and embeds on the company's pages, plus SPF, DKIM, MX and CNAME records of its domain that point at the vendor.
- SegmentsCountry, size and industry from the company profile built from its website.
- Not a reviewNo ratings, prices or feature claims. For those, read the vendors.
Active Directory vs Amazon Cognito: questions
Which is more used, Active Directory or Amazon Cognito?
By companies naming it in their own job postings, Active Directory (5,917) over Amazon Cognito (198). By website-and-DNS footprint, Amazon Cognito (0 vs 0), because its scripts and mail records sit on many small company sites.
Who chooses Active Directory?
35% of Active Directory companies have 2 to 200 employees, against 50% for Amazon Cognito. 35% of Active Directory companies have over 1,000 employees, against 26% for Amazon Cognito.
Do companies run both?
0 companies name both in their postings, usually Active Directory in marketing and Amazon Cognito in sales, or during a migration.
Where do these numbers come from?
From the employer's own text in job postings read hourly from career sites, and from scripts found on company websites in our crawl. No vendor data, no surveys.
Get either list your way
The same data as a search, over MCP and the API, as bulk files, or pushed to you as it changes.
Every company on either tool,
with the person who owns it
Filter on Active Directory or Amazon Cognito. Start free, no card.