With its unparalleled ability to enhance the actual world with virtual annotations, augmented reality has become a new interactive technology that enables creative ways to acquire material that is important to the commercial world. How customers react to its features, however, is not well understood. In order to approach augmented reality (AR), this research examines the media features of interactive technologies and demonstrates how much of them are representative of commercial AR applications today. Possible media impacts of AR on consumer behavior are examined based on a study of the literature about how consumers react to these features. The paper concludes by suggesting a research agenda for more investigation into this emerging marketing phenomena.