What's the difference between Azure, AWS, and Google Cloud?

The “which cloud is best?” question doesn’t have a universal answer. But for most small-to-medium businesses, one clearly makes more sense than the others. Let’s break it down honestly.

The Quick Answer for SMBs

If you use Microsoft 365 (Outlook, Teams, Office), Azure is usually your best choice.

Here’s why, and when the others make sense.

The Three Giants

Microsoft Azure

Market share: ~23% Strength: Microsoft ecosystem integration Best for: Businesses using Microsoft 365, Windows-centric environments

Pros:

• Seamless integration with Microsoft 365
• Single identity system (Entra ID) across cloud and Microsoft apps
• Familiar to IT admins with Windows experience
• Strong hybrid cloud capabilities
• Excellent enterprise support

Cons:

• Can be complex for simple needs
• Pricing can be confusing
• Not the cheapest option

Amazon Web Services (AWS)

Market share: ~32% Strength: Broadest service offerings, developer tools Best for: Tech companies, startups, companies with in-house developers

Pros:

• Most mature cloud platform
• Widest range of services
• Best for custom development
• Strong developer community
• Often cheapest at scale

Cons:

• Steeper learning curve
• Requires more technical expertise
• Not integrated with common SMB tools (Microsoft 365)
• Overwhelming number of services

Google Cloud Platform (GCP)

Market share: ~11% Strength: Data analytics, machine learning, Kubernetes Best for: Data-heavy companies, AI/ML workloads, companies using Google Workspace

Pros:

• Best-in-class data analytics
• Strong Kubernetes (container) support
• Integrates with Google Workspace
• Often most aggressive pricing
• Excellent network performance

Cons:

• Smallest market share = smaller partner ecosystem
• History of shutting down products
• Less enterprise focus
• Fewest traditional IT services

Why We Usually Recommend Azure for SMBs

For businesses with 10-500 employees using typical business applications, Azure usually wins. Here’s the practical reasoning:

1. You Already Use Microsoft

The reality: 80%+ of businesses use Microsoft 365 for email and productivity. If you’re one of them, Azure:

• Uses the same identity system (no additional passwords)
• Integrates natively with Teams, SharePoint, OneDrive
• Security policies span both platforms
• One vendor relationship for most of your cloud

2. Your IT Team Knows Windows

Most SMB IT admins grew up on Windows. Azure:

• Has familiar concepts and interfaces
• Windows Server in the cloud works like Windows Server on-premise
• Existing certifications and skills transfer
• Less retraining needed

3. Hybrid Works Better

Need to connect cloud resources to your on-premise network? Azure:

• Has the best hybrid connectivity options
• Azure Arc manages on-premise and cloud together
• Designed for gradual migration

4. Support Ecosystem

Most MSPs and IT consultants specialize in Microsoft. That means:

• More local expertise available
• Proven migration playbooks
• Better support when you need help

5. Enterprise Features Trickle Down

Microsoft builds Azure for enterprise, but SMBs benefit:

• Security features that were enterprise-only
• Compliance certifications
• Advanced capabilities accessible at SMB scale

When AWS Makes Sense

Choose AWS if:

• You’re building software - AWS has the best developer tools and the deepest service catalog for custom applications

• You have developers on staff - They probably already know AWS

• You use AWS-specific services - Some best-in-class services only exist on AWS

• You don’t use Microsoft 365 - The integration advantage disappears

• You’re a startup - AWS startup credits are generous

Examples: Software companies, tech startups, companies building custom applications

When Google Cloud Makes Sense

Choose Google Cloud if:

• You use Google Workspace - Same integration benefit Azure has with Microsoft 365

• You’re doing serious data analytics - BigQuery is genuinely best-in-class

• You’re running Kubernetes at scale - Google invented it

• You’re doing AI/ML - Google’s tools are excellent

• You’re getting aggressive pricing - Google often discounts to win business

Examples: Data-driven companies, AI startups, companies committed to Google Workspace

Multi-Cloud: Good Idea or Complexity Nightmare?

You’ll hear “multi-cloud strategy” as a buzzword. Reality check:

Theoretical benefits:

• Avoid vendor lock-in
• Best tool for each job
• Redundancy across providers

Practical problems:

• Multiple billing relationships
• Multiple skill sets required
• Networking complexity
• Higher management overhead
• Security across multiple platforms

Our recommendation: For most SMBs, pick one primary cloud and stick with it. The complexity of multi-cloud isn’t worth it until you’re much larger.

Exception: Using SaaS from multiple providers (Salesforce + Microsoft 365 + Zoom) is fine and normal. That’s different from running infrastructure across multiple clouds.

Cost Comparison Reality

All three publish pricing, but real costs depend on:

• Specific services used
• Usage patterns
• Commitment levels (reserved pricing)
• Support tier

General observations:

• AWS: Often cheapest at large scale, aggressive enterprise discounts
• Azure: Competitive with Microsoft EA customers, hybrid benefits reduce costs
• Google: Often most aggressive on committed spend, best sustained use discounts

For SMBs: The difference is usually less than 20%. Integration, support, and functionality matter more than chasing the cheapest option.

Migration Considerations

To Azure from On-Premise Windows

• Relatively straightforward
• Good tools for assessment and migration
• Skills transfer well
• Timeline: 1-3 months typical for SMB

To AWS from On-Premise Windows

• Steeper learning curve
• May require rearchitecting
• Different management paradigms
• Timeline: 2-4 months typical for SMB

To Google Cloud

• Least mature migration tools
• Smallest ecosystem of migration partners
• Best if starting fresh
• Timeline: 2-4 months typical for SMB

Questions to Ask When Choosing

1. What productivity suite do we use? Microsoft 365 → Azure, Google Workspace → GCP
2. Do we have developers building custom software? Yes → Consider AWS
3. What does our IT team know? Windows admins → Azure
4. Do we need specific services only one provider offers?
5. What do our existing vendors/partners support?
6. What’s our 3-5 year roadmap?

The Bottom Line

For the typical SMB:

• Using Microsoft 365
• With Windows-focused IT
• Running standard business applications
• Working with an MSP or IT partner

Azure is the right choice 80% of the time.

Not because it’s technically superior (they’re all capable), but because:

• Integration reduces complexity
• Existing skills transfer
• Partner ecosystem is strong
• One vendor relationship is easier

If you’re a software company, startup, or have specific technical requirements, evaluate all three. But don’t overcomplicate it.

---

Need help evaluating cloud options? Contact us for an honest assessment of what makes sense for your situation.