Small business▲+1Since September 2026: 4% → 5%, +1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.
5%from 4% in September 2026
Inside the floor by 10 pointsRank 7 of 46, unchanged
Amazon · 2 categories · RankedAmazon Cognito
99Judge labels
5First choices
36Negative labels
14 / 14Models named it
2Categories
October 2026 Edition. Every number here is derived from the raw labels under vendor table v2026-10.8, every buyer segment counted.
Best standing
5% in CIAM for small business buyers
Rank 17 of 70 in the mid-market standingcriticized challenger
0 of 14 models made it the first choice on the direct prompt; 35% of its 31 labels there were negative.
What the models named instead of Amazon Cognito →By buyer segmentRead the same way at every buyer size.
Small business8 of 51
5%41 labels
criticized challenger
Mid-market17 of 70
0%31 labels
criticized challenger
Enterprise11 of 69
2%23 labels
criticized challenger
In ciam · each standing computed within its segment · bars are 0 to 100 · the accent bar is the product's own best reading
Standing by category
Every category where a model named Amazon Cognito for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.
| Category | Function | Share | Rank | Negative rate | Labels | Quadrant | Since September 2026 |
|---|---|---|---|---|---|---|---|
| Customer identity and access management | Identity and access | 0% | 17 of 70 | 35% | 31 | criticized challenger | ▼−4Since September 2026: 4% → 0%, −4 points. Inside the 11-point floor: within noise. Read over the models both editions asked. |
| Workforce identity and SSO | Identity and access | 0% | 16 of 44 | 0% | 1 | under 10 labels · led by Microsoft Entra ID at 46% | newNew since September 2026: not ranked then, 0% now. |
Movement
Since September 2026, Amazon Cognito held within the floor in all two categories: no change cleared 11 points.
Best category · CIAM · by segment
Mid-market▼−4Since September 2026: 4% → 0%, −4 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
0%from 4% in September 2026
Inside the floor by 7 pointsRank 9 → 24 of 61
Enterprise▲+2Since September 2026: 0% → 2%, +2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
2%from 0% in September 2026
Inside the floor by 9 pointsRank 55 → 13 of 62
All categories · Mid-market
| Category | September 2026 | Now | Change | Reading | Rank |
|---|---|---|---|---|---|
| CIAM | 4% | 0% | ▼−4Since September 2026: 4% → 0%, −4 points. Inside the 11-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 9 → 17 of 70 |
| Workforce identity | 0% | 0% | newNew since September 2026: not ranked then, 0% now. | New this edition | Rank 16 of 44, unchanged |
Shares here are read over the models both editions asked, so they can differ by a point or two from the standing above, which counts every model in this edition.
The floor is 11 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. Movement is read over the twelve models both editions asked; GPT-6 Luna, Muse Glimmer 30B joined this edition and are in the standing but not yet in the comparison. How the floor is measured · The editions
By model
How each model treated Amazon Cognito across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.ShowHide
By model
How each model treated Amazon Cognito across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.
ShowHide| Model | First choice | Alternative | Mention | Negative | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 0 | 0 | 2 | 0 | 2 |
| GPT-5.4 mini | 0 | 1 | 0 | 0 | 1 |
| Gemini 3.5 Flash | 0 | 0 | 0 | 2 | 2 |
| Perplexity Sonar | 0 | 1 | 0 | 1 | 2 |
| Grok 4.20 | 0 | 4 | 0 | 1 | 5 |
| Mistral Small | 0 | 0 | 2 | 1 | 3 |
| DeepSeek V4 Flash | 0 | 1 | 0 | 2 | 3 |
| Llama 4 Maverick | 0 | 0 | 0 | 0 | 0 |
| Qwen 3.7 Flash | 0 | 1 | 0 | 1 | 2 |
| Kimi K2 | 0 | 1 | 0 | 3 | 4 |
| GLM 4.7 FlashX | 0 | 2 | 0 | 0 | 2 |
| MiniMax M2.5 | 0 | 1 | 0 | 0 | 1 |
| GPT-6 Luna | 0 | 3 | 0 | 0 | 3 |
| Muse Glimmer 30B | 0 | 1 | 1 | 0 | 2 |
By framing
Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.
FramingLabels by classFirst choices
Direct5 labelsNone
Paraphrase10 labelsNone
Comparative30 labelsNone
Budget-constrained18 labels5
Scale-constrained12 labelsNone
Negative24 labels1not counted in share
First choiceAlternativeMentionNegative99 labels in all, every segment counted; 5 of the 6 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.
What the models said for it
Verbatim evidence the judge attached to positive labels.
“It can be a good cloud-native building block, though teams should assess whether its customization and admin experience meet their needs.” GPT-6 Luna · CIAM · comparative prompt · alternative
“AWS-native, cost-effective pay-per-use; ... Best for AWS ecosystems but may need workarounds for advanced features.” Grok 4.20 · CIAM · comparative prompt · alternative
“Choose Amazon Cognito if you are building a new application on AWS and want to minimize infrastructure costs.” GLM 4.7 FlashX · CIAM · comparative prompt · alternative
“Choose Amazon Cognito instead if your company already uses AWS and has engineers comfortable with it.” GPT-6 Luna · CIAM · budget prompt · alternative
And against it
Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.
“Avoid Cognito if your development team wants to move fast with modern, out-of-the-box UI components and smooth SDKs.” Gemini 3.5 Flash · CIAM · negative prompt · hard negative
“Avoid AWS Cognito for new projects — they recently reduced free tier from 50K to 10K MAU and tripled pricing” Kimi K2 · CIAM · budget prompt · hard negative
“it is only recommended if your entire application stack is already within AWS. Otherwise, it may not be the best standalone solution” Mistral Small · CIAM · negative prompt · soft negative
“a reasonable starting point for AWS teams with simple auth needs, which implies caution for more complex CIAM programs” Perplexity Sonar · CIAM · negative prompt · soft negative
Named alongside
The products named in the same answers as Amazon Cognito, over the 99 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Amazon Cognito was named but was not.ShowHide
Named alongside
The products named in the same answers as Amazon Cognito, over the 99 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Amazon Cognito was named but was not.
ShowHideProductSame answerTook the first choice insteadHead to head
A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.
What carried it into the answer
The sites and pages cited by the answers that named Amazon Cognito. A fact about retrieval, not a lever on the model.
Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 91 of the 99 answers that named Amazon Cognito and are not a share of its labels.
Domains cited
cybersecuritynews.com47
guptadeepak.com42
loginradius.com40
descope.com35
securityboulevard.com35
guideflow.com34
expertinsights.com33
g2.com31
startwithidentity.com31
spotsaas.com30
358 of the 358 domain citations in answers naming Amazon Cognito came from somebody else's page.
Pages cited
Pages are listed as the models cited them.
Search and answers
Where Amazon Cognito stands in Google search beside where it stands in the models' answers.ShowHide
Search and answers
Where Amazon Cognito stands in Google search beside where it stands in the models' answers.
ShowHideIn search
Google, US estimates- Searches for its name, Google
- 1,600 a month (“amazon cognito”)
- AI search demand for its name, est.
- 95 a month
- Its own site
- It sits on Amazon's site (amazon.com), so there are no site figures for it alone
In answers
This editionShare of first choices
0%
rank 17 of 70 in CIAM
Segment leader
21%
Frontegg
- First choices
- 5 across its categories
- Named in
- 99 answers
- Its own site cited
- in 91 of the answers that named it
Search figures are US estimates from DataForSEO, read September 28, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.
Names read as Amazon Cognito
What the judge wrote, as written, with how often. The vendor table decides that these count as Amazon Cognito; a claim can dispute any of them.
AWS Cognito 5Cognito 2Cognito (AWS) 1
Follow Amazon Cognito
An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.
Already following? Everything you follow, with a stop for each.
The company
Amazon is the company behind Amazon Cognito.ShowHide
The company
Amazon is the company behind Amazon Cognito.
ShowHideOn record
Company records- Also from Amazon
- Amazon API Gateway, Amazon API Gateway HTTP APIs, Amazon AppStream 2.0, Amazon Athena, Amazon Athena Federated Query, Amazon Aurora, Amazon Aurora Serverless, Amazon Bedrock and 46 more
In its own words
Stated by the vendor, not checked- Positioning
- Implement secure, scalable authentication and access control for users, AI agents, and microservices in minutes
- For
- developers
- Not stated on the pages read
- Price, starting price, free plan or trial, integrations, certifications, hosting, customers
What Amazon Cognito's own pages state, read October 5, 2026: aws.amazon.com/cognito. A claimed page can correct any of them.
Is this your product?
Claim this page
Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Amazon Cognito's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Amazon Cognito, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.
What a new claim receivesHide what a new claim receives
A new claim receives the current edition's vendor brief for Amazon Cognito by email, built from the raw record of the edition. It shows:
- where Amazon Cognito is named, by buyer and by framing, and which cells hold its first choices;
- the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
- its vocabulary against the segment leader's, and the pages the models cited;
- who was chosen in the answers that did not name Amazon Cognito, and every reason the record gives;
- a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
- one page of published figures cleared to show a buyer.