Despite the recent popularity of Augmented Reality (AR) technology, no empirical evidence has confirmed that AR is a more effective artifact than the traditional way of product presentations on online retailers. In this study, we investigate the economic impact of AR in terms of product sales, and the volume, valence and linguistic features of product reviews. To build up credible causal evaluation, we design a natural experiment on Amazon and collect product information and consumer reviews for 423 AR-enabled products and 2,346 non-AR products from Amazon iOS app and its website, over a period of 24 weeks. We set up the data analysis with a difference-in-differences estimation. This study aims to contribute to Information System and Marketing literature and provide practical implications for online retailers looking to adopt AR technology.