Every category where a model named Azure Application Gateway 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
Load balancers	Network and edge	2%	9 of 94	0%	10	accepted challenger
Web application firewalls	Network and edge	0%	27 of 82	0%	2	under 10 labels · led by Cloudflare WAF at 69%	newNew since September 2026: not ranked then, 0% now.

Movement

This is the first edition on this tier, so no move can be computed for Azure Application Gateway yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Azure Application Gateway across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	First choice	Alternative	Mention	Labels
Claude Haiku 4.5	0	2	0	2
GPT-5.4 mini	0	0	0	0
Gemini 3.5 Flash	0	2	0	2
Perplexity Sonar	0	1	0	1
Grok 4.20	0	0	0	0
Mistral Small	0	0	0	0
DeepSeek V4 Flash	0	0	1	1
Llama 4 Maverick	0	0	0	0
Qwen 3.7 Flash	1	0	0	1
Kimi K2	0	0	0	0
GLM 4.7 FlashX	0	0	1	1
MiniMax M2.5	0	1	0	1
GPT-6 Luna	0	2	0	2
Muse Glimmer 30B	0	0	1	1

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

Direct8 labels1

Paraphrase11 labelsNone

Comparative5 labelsNone

Budget-constrained1 labelNone

Scale-constrained6 labelsNone

Negative2 labelsNone

First choiceAlternativeMentionNegative33 labels in all, every segment counted; 1 of the 1 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.

“Use the Application Gateway on Azure or Network Load Balancer (NLB) on AWS if you have strict compliance requirements” Qwen 3.7 Flash · Load balancers · direct prompt · first choice

“If everything is already in Azure and you prefer a managed service, Azure Application Gateway is a natural fit.” MiniMax M2.5 · Load balancers · paraphrase prompt · alternative

“AWS Elastic Load Balancing (ALB/NLB) or Azure's Application Gateway run directly within your cloud architecture.” Gemini 3.5 Flash · Load balancers · direct prompt · alternative

“Azure is worth considering if you're building primarily on AKS, VMSS or want close Microsoft integration” Claude Haiku 4.5 · Load balancers · comparative 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.

No model argued against it.

Named alongside

The products named in the same answers as Azure Application Gateway, over the 33 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Azure Application Gateway was named but was not.

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ProductSame answerTook the first choice insteadHead to head

HAProxy20 of 335Compare →

NGINX18 of 332Compare →

F5 BIG-IP12 of 333Not among the top eight

AWS Elastic Load Balancing12 of 331Compare →

Citrix ADC9 of 330Not among the top eight

AWS Application Load Balancer8 of 333Not among the top eight

Cloudflare Load Balancing8 of 331Compare →

Progress Kemp LoadMaster7 of 336Compare →

Kemp LoadMaster6 of 333Not among the top eight

Azure Load Balancer5 of 330Compare →

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 Azure Application Gateway. 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 30 of the 33 answers that named Azure Application Gateway and are not a share of its labels.

Domains cited

kemptechnologies.com13

learn.microsoft.com13

g2.com10

haproxy.com10

docs.aws.amazon.com8

f5.com8

loadbalancer.org7

sourceforge.net7

aws.amazon.com6

gartner.com5

Eighty-seven of the eighty-seven domain citations in answers naming Azure Application Gateway came from somebody else's page.

Pages cited

haproxy.com/products/haproxy-enterprise6

learn.g2.com/best-load-balancing-software5

xurrent.com/blog/top-load-balancers5

docs.aws.amazon.com/elasticloadbalancing/latest/application/application-load-balancers.htm4

guideflow.com/blog/load-balancer-software4

guideflow.com/et-ee/blog/load-balancer-software4

kemptechnologies.com/application-delivery-controllers4

loadbalancer.org/blog/which-load-balancer-compare-f5-citrix-a10-radware-nginx-haproxy-avin4

Pages are listed as the models cited them.

Search and answers

Where Azure Application Gateway stands in Google search beside where it stands in the models' answers.

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In search

Google, US estimates

Searches for its name, Google: 1,600 a month (“azure application gateway”)
AI search demand for its name, est.: 171 a month
Its own site: It sits on Azure's site (azure.cn), so there are no site figures for it alone

In answers

This edition

Share of first choices

rank 9 of 94 in load balancers

Segment leader

29%

HAProxy

First choices: 1 across its categories
Named in: 33 answers
Its own site cited: in 30 of the answers that named it

Search figures are US estimates from DataForSEO, read October 5, 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 Azure Application Gateway

What the judge wrote, as written, with how often. The vendor table decides that these count as Azure Application Gateway; a claim can dispute any of them.

Azure Application Gateway / Azure Front Door 1

Follow Azure Application Gateway

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

Azure is the company behind Azure Application Gateway.

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On record

Company records

Also from Azure: Azure ACR, Azure AD Conditional Access, Azure AD Graph API, Azure AI Document Intelligence, Azure AI Foundry, Azure AI Gateway, Azure AI Search, Azure API Management and 79 more

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 Azure Application Gateway'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 Azure Application Gateway, 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 Azure Application Gateway by email, built from the raw record of the edition. It shows:

where Azure Application Gateway 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 Azure Application Gateway, 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.