AbstractAmmonia is a crucial component in the production of fertilizers and various nitrogen-based compounds. Now, the lithium-mediated nitrogen reduction reaction (Li-NRR) has emerged as a promising approach for ammonia synthesis at ambient conditions. The proton shuttle plays a critical role in the proton transfer process during Li-NRR. However, the structure-activity relationship and design principles for effective proton shuttles have not yet been established in practical Li-NRR systems. Here, we propose a general procedure for verifying a true proton shuttle and established design principles for effective proton shuttles. We systematically evaluate several classes of proton shuttles in a continuous-flow reactor with hydrogen oxidation at the anode. Among the tested proton shuttles, phenol exhibits the highest Faradaic efficiency of 72 ± 3% towards ammonia, surpassing that of ethanol, which has been commonly used so far. Experimental investigations including operando isotope-labelled mass spectrometry proved the proton-shuttling capability of phenol. Further mass transport modeling sheds light on the mechanism.