Amazon Cognito VS Microsoft Entra Connect
As of 30 October 2026, Microsoft Entra Connect is named by 158 companies and Amazon Cognito by 198; Amazon Cognito skews to companies under 200 people (50% vs 23%), Microsoft Entra Connect to companies over 1,000 (43% vs 26%).
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: Amazon Cognito's script and mail records show on hundreds of thousands of small sites, Microsoft Entra Connect rarely leaves a trace outside its own apps. Compare on the job-posting numbers; use the footprint for reach.
- Amazon Cognito: 2–200 employees
- 50%
- Microsoft Entra Connect: 2–200 employees
- 23%
- Amazon Cognito: 1,000+ employees
- 26%
- Microsoft Entra Connect: 1,000+ employees
- 43%
- Postings per company, 90 days
- 2.1 · 2.4
- 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 | Amazon Cognito | share | Microsoft Entra Connect | share | Leans |
|---|---|---|---|---|---|
| Self-employed | 2 | 1% | 2 | 1% | even |
| 2-10 employees | 12 | 6% | 1 | 1% | Amazon Cognito |
| 11-50 employees | 31 | 16% | 14 | 9% | Amazon Cognito |
| 51-200 employees | 56 | 28% | 22 | 14% | Amazon Cognito |
| 201-500 employees | 29 | 15% | 31 | 20% | Microsoft Entra Connect |
| 501-1000 employees | 17 | 9% | 20 | 13% | Microsoft Entra Connect |
| 1001-5000 employees | 26 | 13% | 32 | 20% | Microsoft Entra Connect |
| 5001-10000 employees | 10 | 5% | 7 | 4% | even |
| 10,001+ employees | 15 | 8% | 29 | 18% | Microsoft Entra Connect |
| Segment | Amazon Cognito | share | Microsoft Entra Connect | share | Leans |
|---|---|---|---|---|---|
| Technology & software | 109 | 55% | 57 | 36% | Amazon Cognito |
| Business & finance services | 39 | 20% | 32 | 20% | even |
| Manufacturing & industry | 13 | 7% | 26 | 16% | Microsoft Entra Connect |
| Public, community & associations | 7 | 4% | 4 | 3% | even |
| Media & content | 6 | 3% | 4 | 3% | even |
| Consumer services & leisure | 5 | 3% | 3 | 2% | even |
| Property & construction | 4 | 2% | 6 | 4% | even |
| Commerce & trade | 3 | 2% | 6 | 4% | Microsoft Entra Connect |
| Health care | 3 | 2% | 6 | 4% | Microsoft Entra Connect |
| Transport, logistics & rental | 3 | 2% | – | – | outside top 12 |
| Utilities & infrastructure | 3 | 2% | 6 | 4% | Microsoft Entra Connect |
| Automotive | 2 | 1% | 3 | 2% | even |
| Hospitality & travel | – | – | 3 | 2% | outside top 12 |
| Segment | Amazon Cognito | share | Microsoft Entra Connect | share | Leans |
|---|---|---|---|---|---|
| United States | 113 | 57% | 93 | 59% | even |
| United Kingdom | 19 | 10% | 11 | 7% | Amazon Cognito |
| France | 9 | 5% | 6 | 4% | even |
| Japan | 9 | 5% | – | – | outside top 12 |
| Germany | 7 | 4% | 10 | 6% | Microsoft Entra Connect |
| India | 6 | 3% | 5 | 3% | even |
| Brazil | 5 | 3% | – | – | outside top 12 |
| Canada | 5 | 3% | 7 | 4% | even |
| Netherlands | 5 | 3% | 3 | 2% | even |
| Italy | 3 | 2% | – | – | outside top 12 |
| Poland | 3 | 2% | – | – | outside top 12 |
| Argentina | 1 | 1% | – | – | outside top 12 |
| Australia | – | – | 5 | 3% | outside top 12 |
| Austria | – | – | 3 | 2% | outside top 12 |
| Norway | – | – | 3 | 2% | outside top 12 |
| Denmark | – | – | 2 | 1% | outside top 12 |
| Hungary | – | – | 2 | 1% | outside top 12 |
| Segment | Amazon Cognito | share | Microsoft Entra Connect | share | Leans |
|---|---|---|---|---|---|
| Software engineering | 371 | 64% | 6 | 1% | Amazon Cognito |
| IT operations & business systems | 58 | 10% | 365 | 77% | Microsoft Entra Connect |
| Data & AI | 37 | 6% | – | – | outside top 12 |
| Administration & office | 12 | 2% | – | – | outside top 12 |
| Healthcare support and caregiving | 7 | 1% | – | – | outside top 12 |
| Engineering (non-software) | 5 | 1% | 22 | 5% | Microsoft Entra Connect |
| Healthcare clinical | 4 | 1% | – | – | outside top 12 |
| Construction and civil | 3 | 1% | – | – | outside top 12 |
| General management & consulting | 3 | 1% | – | – | outside top 12 |
| Customer service & success | 2 | 0% | 7 | 1% | even |
| Human resources | 2 | 0% | – | – | outside top 12 |
| Product, program & project management | 2 | 0% | 1 | 0% | even |
| Facilities cleaning and security | – | – | 2 | 0% | outside top 12 |
| Hospitality and food service | – | – | 1 | 0% | outside top 12 |
| Marketing & communications | – | – | 1 | 0% | outside top 12 |
| Sales | – | – | 1 | 0% | outside top 12 |
The companies behind each column
Companies using Amazon Cognito →
Companies using Microsoft Entra Connect →
Identity ranked →
Quote the sentence with the date and the link. The numbers change daily; the link always shows the current ones.
Microsoft Entra Connect is named by 158 companies in job postings and Amazon Cognito by 198; 0 name both. (Breaknorm, 30 October 2026, https://breaknorm.co/compare/amazon-cognito-vs-microsoft-entra-connect)
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.
Amazon Cognito vs Microsoft Entra Connect: questions
Which is more used, Amazon Cognito or Microsoft Entra Connect?
By companies naming it in their own job postings, Amazon Cognito (198) over Microsoft Entra Connect (158). By website-and-DNS footprint, Microsoft Entra Connect (0 vs 0), because its scripts and mail records sit on many small company sites.
Who chooses Amazon Cognito?
50% of Amazon Cognito companies have 2 to 200 employees, against 23% for Microsoft Entra Connect. 26% of Amazon Cognito companies have over 1,000 employees, against 43% for Microsoft Entra Connect.
Do companies run both?
0 companies name both in their postings, usually Amazon Cognito in marketing and Microsoft Entra Connect 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.
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