Abstract: System, device, and method of Augmented Reality based mapping of a venue and navigation within a venue. A method includes: performing a crowd-sourced mapping process, that maps a retail store and maps particular products sold within that retail store, based on computer-vision analysis of a plurality of images captured by a plurality of end-user devices of customers within that retail store; and generating a representation of a store map reflecting actual real-time location of particular products within that retail store. Turn-by-turn walking directions are provided, to guide the user from his current in-store location towards a destination product within that retail store. Augmented Reality promotions, advertisements and marketing content elements, route guidance, and other content are generated and displayed on the end-user device.