Ammonia production via the electrochemical N2 reduction reaction (NRR) at ambient conditions is highly desired as an alternative to the Haber-Bosch process, but remains a great challenge due to the low efficiency and selectivity caused by the competing hydrogen evolution reaction (HER). Herein we investigate the effect of availabilities of reactants (protons, electrons and N2) on NRR using a FeOx-coated carbon fiber paper cathode in various electrochemical configurations. NRR is found viable only under the conditions of low proton- and high N2 availabilities, which are achieved using 0.12 vol% water in LiClO4-ethyl acetate electrolyte and gaseous N2 supplied to the membrane-electrode assembly cathode. This results in an NRR rate of 29 ± 19 pmolNH3 s−1 cm−2 at a Faradaic efficiency of 70 ± 24% at the applied potential of −0.1 V vs. NHE. Other conditions (high proton-, or low N2-availability, or both) yield a lower or negligible amount of ammonia due to the competing HER. Our work shows that promoting NRR by suppressing the HER requires optimization of the operational variables, which serves as a complementary strategy to the development of NRR catalysts.