Direct electrochemical nitrogen reduction for ammonia production is necessary to reduce the use of fossil fuels from conventional Haber–Bosch methods. Applications of nitrogen reduction electrocatalysts remain inhibited by slow reaction kinetics and low faradaic efficiencies because of competitive H2 production pathways. Current strategies to address this challenge in selectivity have focused on catalyst design, reactor configuration, and electrolyte conditions. This brief review discusses the thermodynamic and kinetic challenges in the field as well as current underused approaches for selective catalyst development including bimetallic catalysts, transition metal nitrides, and carbon supports. © 2021 Elsevier B.V.