When a consumer purchases a product packaged in a box or a bag for the first time, it is difficult to estimate the volume of the invisible contents in the packaged product. The purpose of this study is to help the consumer estimate the volume of the contents in the packaged product. This study developed augmented reality (AR) advertising that presented a virtual model of the product to make the consumer perceive the sense of the product’s volume. In this paper, we compared the sense of the food product’s volume among with the product only, the AR advertising on a tablet terminal, the AR advertising on a head mounted display (HMD) and the point-of-purchase (POP) advertising. As a result, we found that presenting the virtual model as AR advertising was effective in estimating the actual volume of the product. In addition, our result suggested that it was easier to understand the sense of the product’s volume using the HMD than using the tablet terminal and that AR advertising using the virtual model was useful for increasing the purchase intention.