Enhanced alkaline ammonia oxidation reaction activity using PtW alloy catalysts with tungsten as built-in competitor reservoir

•The electron-deficient W sites preferentially adsorb *OH.•The Pt sites are thus liberated and free for the targeting adsorption of NH3.•The d band center of PtW alloy experiences a positive shift toward the Fermi level.•The proof-of-concept catalyst exhibits superior ammonia oxidation reaction activity.