What is Amazon Cognito?
What is Auth0?
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I use Auth0 because we have multiple projects which were using their own db to authenticate users. After the introduction of GDPR (https://eugdpr.org/) we decided to provide SSO functionality to users by maintaining the data at centralized place and for that we have multiple options but Auth0 was the best one in every aspect. So we decided to go with Auth0 and now almost after one year we have successfully exported all of our users in Auth0. Auth0 also has great functionality of configuring social providers like facebook, twitter etc and enterprise connections like Active Directory which is very beneficial. Also it maintains all the logs which is very useful. Overall I would say Auth0 is great in every aspect. It contains all the functionality that I required and Auth0 support team is great and very cooperative. They always respond within a day which is a great thing. Last thing Auth0 community is also another place where we can share our knowledge. It still requires some efforts to become a competitor of big communities like stack overflow and github but the way Auth0 is working, I hope it won't take very long to reach at that level. So in last I wish Auth0 best of luck.
I use Auth0 because it's is a great place to ask questions and get support, specifically Auth0 Community forum is awesome. Also, it is very easy to implement, recently I have used for one of my serverless application. Moreover, I really liked the Auth0 docs where you can find solutions to most of the problems and great documentation on easy setup guide for any newbies.
Auth0 seems like the most viable way to have full-fledged user management in AWS without too much hassle. Aside of being paid, it offers many advantages, such as social network logins or handy administration interface.
Authentication as a service. Instead of rolling our own user authentication flow for yet another time, it's better to leave the security concern to a service specialized in this field.