The utilization of augmented reality (AR) technology is on a steady rise and is being used in a wide range of mobile applications in different sectors, such as education, gaming, and electronic commerce. AR mobile applications overlay digital information in the real world, providing users with a more immersive and interactive experience. This has led e-commerce organizations to increasingly use these technological solutions to achieve various purposes, including creating added value for customers, increasing sales, positioning products innovatively, and raising product awareness. However, e-commerce organizations often face the challenge of evaluating user experience (UX) in AR mobile commerce applications. In this research, a two-case study (Zeelool and AR_Watches) was selected to evaluate the UX of AR in mobile commerce applications and to identify opportunities for future development in such applications. The research employed a literature review, a user experience questionnaire (UXQ) as a quantitative method, and think-aloud protocols as a qualitative method. The results showed that the innovative AR applications in the two case studies delivered a better user experience. These mobile applications scored higher in the user experience dimensions of "Novelty" and "Stimulation" Furthermore, the results from the think-aloud method were consistent with the results of the UEQ six scales. These findings highlight the significance of AR as innovative digital touchpoints and provide practical recommendations for their development, making them more engaging and user-friendly, ultimately enhancing the brand experience of e-commerce companies