Ammonia serves not only as a primary raw material in synthetic fertilizers, but also as a novel high-energy- density fuel. In recent years, electrocatalytic nitrate reduction for ammonia synthesis has gained extensive attention as a green and sustainable approach due to its potential as an eco-friendly and sustainable way that could replace the energy-intensive and high-carbon-emission Haber-Bosch process. Nevertheless, the efficient electrocatalytic ammonia synthesis is still hampered by low reaction efficiency and product selectivity as well as catalyst stability. Hence, there is a pressing need to develop efficient catalysts to advance electrocatalytic nitrate reduction for ammonia synthesis. Recently, metal oxide catalysts have been at the center of attention for their superior performance in electrocatalytic nitrate reduction for ammonia synthesis. This review consolidates the developments of metal oxide electrocatalysts converting nitrate to ammonia, focusing on elucidating the reaction mechanism and introducing typical metal-based (Cu, Fe, Ti, etc.) catalysts. Additionally, it discusses the latest research progress in enhancing catalytic reaction efficiency, product selectivity, and material stability through strategies like morphology control, surface reconstruction, oxygen vacancy engineering, element doping, metal-assisted catalyst loading, etc. Finally, the paper outlines the challenges and future research directions in the realm of electrocatalytic nitrate reduction for ammonia synthesis.