Amazon Cognito VS Microsoft Entra ID
As of 30 October 2026, Microsoft Entra ID is named by 4,691 companies and Amazon Cognito by 198; Amazon Cognito skews to companies under 200 people (50% vs 34%), Microsoft Entra ID to companies over 1,000 (34% 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 ID 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 ID: 2–200 employees
- 34%
- Amazon Cognito: 1,000+ employees
- 26%
- Microsoft Entra ID: 1,000+ employees
- 34%
- Postings per company, 90 days
- 2.1 · 2.9
- Website or DNS footprint
- 0 · 1,236,162
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 ID | share | Leans |
|---|---|---|---|---|---|
| Self-employed | 2 | 1% | 21 | 0% | even |
| 2-10 employees | 12 | 6% | 213 | 5% | even |
| 11-50 employees | 31 | 16% | 456 | 10% | Amazon Cognito |
| 51-200 employees | 56 | 28% | 910 | 19% | Amazon Cognito |
| 201-500 employees | 29 | 15% | 844 | 18% | Microsoft Entra ID |
| 501-1000 employees | 17 | 9% | 630 | 13% | Microsoft Entra ID |
| 1001-5000 employees | 26 | 13% | 865 | 18% | Microsoft Entra ID |
| 5001-10000 employees | 10 | 5% | 245 | 5% | even |
| 10,001+ employees | 15 | 8% | 507 | 11% | Microsoft Entra ID |
| Segment | Amazon Cognito | share | Microsoft Entra ID | share | Leans |
|---|---|---|---|---|---|
| Technology & software | 109 | 55% | 1,475 | 31% | Amazon Cognito |
| Business & finance services | 39 | 20% | 972 | 21% | even |
| Manufacturing & industry | 13 | 7% | 722 | 15% | Microsoft Entra ID |
| Public, community & associations | 7 | 4% | 204 | 4% | even |
| Media & content | 6 | 3% | 95 | 2% | even |
| Consumer services & leisure | 5 | 3% | 141 | 3% | even |
| Property & construction | 4 | 2% | 208 | 4% | Microsoft Entra ID |
| Commerce & trade | 3 | 2% | 193 | 4% | Microsoft Entra ID |
| Health care | 3 | 2% | 200 | 4% | Microsoft Entra ID |
| Transport, logistics & rental | 3 | 2% | 120 | 3% | even |
| Utilities & infrastructure | 3 | 2% | 197 | 4% | Microsoft Entra ID |
| Automotive | 2 | 1% | 92 | 2% | even |
| Segment | Amazon Cognito | share | Microsoft Entra ID | share | Leans |
|---|---|---|---|---|---|
| United States | 113 | 57% | 2,619 | 56% | even |
| United Kingdom | 19 | 10% | 366 | 8% | even |
| France | 9 | 5% | 115 | 2% | Amazon Cognito |
| Japan | 9 | 5% | – | – | outside top 12 |
| Germany | 7 | 4% | 514 | 11% | Microsoft Entra ID |
| India | 6 | 3% | 53 | 1% | even |
| Brazil | 5 | 3% | – | – | outside top 12 |
| Canada | 5 | 3% | 169 | 4% | even |
| Netherlands | 5 | 3% | 114 | 2% | even |
| Italy | 3 | 2% | – | – | outside top 12 |
| Poland | 3 | 2% | – | – | outside top 12 |
| Argentina | 1 | 1% | – | – | outside top 12 |
| Australia | – | – | 92 | 2% | outside top 12 |
| Switzerland | – | – | 64 | 1% | outside top 12 |
| Sweden | – | – | 57 | 1% | outside top 12 |
| Belgium | – | – | 49 | 1% | outside top 12 |
| Austria | – | – | 44 | 1% | outside top 12 |
| Segment | Amazon Cognito | share | Microsoft Entra ID | share | Leans |
|---|---|---|---|---|---|
| Software engineering | 371 | 64% | 1,986 | 12% | Amazon Cognito |
| IT operations & business systems | 58 | 10% | 10,381 | 63% | Microsoft Entra ID |
| Data & AI | 37 | 6% | 567 | 3% | Amazon Cognito |
| Administration & office | 12 | 2% | 18 | 0% | even |
| Healthcare support and caregiving | 7 | 1% | – | – | outside top 12 |
| Engineering (non-software) | 5 | 1% | 408 | 2% | even |
| Healthcare clinical | 4 | 1% | – | – | outside top 12 |
| Construction and civil | 3 | 1% | – | – | outside top 12 |
| General management & consulting | 3 | 1% | 80 | 0% | even |
| Customer service & success | 2 | 0% | 311 | 2% | even |
| Human resources | 2 | 0% | – | – | outside top 12 |
| Product, program & project management | 2 | 0% | 252 | 2% | even |
| Sales | – | – | 279 | 2% | outside top 12 |
| Skilled trades and field service | – | – | 28 | 0% | outside top 12 |
| Facilities cleaning and security | – | – | 25 | 0% | outside top 12 |
| Legal, compliance & risk | – | – | 22 | 0% | outside top 12 |
The companies behind each column
Companies using Amazon Cognito →
Companies using Microsoft Entra ID →
Identity ranked →
Quote the sentence with the date and the link. The numbers change daily; the link always shows the current ones.
Microsoft Entra ID is named by 4,691 companies in job postings and Amazon Cognito by 198; 25 name both. (Breaknorm, 30 October 2026, https://breaknorm.co/compare/amazon-cognito-vs-microsoft-entra-id)
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 ID: questions
Which is more used, Amazon Cognito or Microsoft Entra ID?
By companies naming it in their own job postings, Microsoft Entra ID (4,691) over Amazon Cognito (198). By website-and-DNS footprint, Microsoft Entra ID (1,236,162 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 34% for Microsoft Entra ID. 26% of Amazon Cognito companies have over 1,000 employees, against 34% for Microsoft Entra ID.
Do companies run both?
25 companies name both in their postings, usually Amazon Cognito in marketing and Microsoft Entra ID 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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