Since customer journeys take increasingly more place in the online sphere, the optimization of the digital product presentation becomes focal for scholars and practitioners. The primary disadvantage of the digital product presentation is the restricted ability to provide consumers with multi-sensory product impressions. Against this background, we investigate Augmented Reality’s (AR) effectiveness on consumers’ decision confidence and purchase intention. For this purpose, we develop a conceptual model founded on the consumer learning theory and the adjacent theories of psychological ownership and customer inspiration. We apply the conceptual model in a series of three confirmatory studies, all relying on scenario-based experiments. The model shows strong explanatory power and provides evidence for AR’s superiority over the website-based product presentation. Besides, we find evidence for the AR-based product presentation to be similarly effective as the reality-based product presentation. By means of a longitudinal study, we are able to show that AR-effects are stable over time and not affected by a novelty effect.