To solve the problem of low N2 selectivity of Ru/Ce/ZrO2 (R/C/Z) catalysts in NH3 selective catalytic oxidation (NH3-SCO) reaction, herein ZrO2 supports were treated with sulfuric acid and its effects on NH3-SCO performance were investigated systematically. The results showed that Ru/Ce/ZrO2-10S (R/C/Z-10S) catalyst, in which the mass ratio of sulfuric acid to ZrO2 was 10 %, exhibited N2 selectivity of 95.7 % at 350 °C, that was significantly higher than R/C/Z catalyst (57.8 %). NH3-TPD tests indicated that sulfate treatment of ZrO2 supports in R/C/Z catalysts led to more abundant acidic sites on catalyst surface, which was in favor of enhancing NH3 adsorption capacity remarkably. But when mass ratio of sulfuric acid to ZrO2 increased up to 20 %, an aggregation of metal oxides on the surface of R/C/Z-20S catalyst could be observed clearly, which might impose an adverse impact on NH3-SCO performance. In-situ DRIFTS results revealed that, compared to R/C/Z catalyst, there were much more Brönsted acid sites on the surface of R/C/Z-10S catalyst, and the corresponding NH3 species on acidic sites could be consumed quickly in intermediate reactions. More importantly, amide (-NH2) species rather than imide (-NH) and nitrosyl (-HNO) species, were the majority on the surface of R/C/Z-10S catalyst, implying that there might be a suppressing effect on further dehydrogenation of -NH2 species into -NH species owning to sulfate treatment of ZrO2 supports in R/C/Z catalysts. Therefore, internal selective catalytic reduction (i-SCR) mechanism rather than -NH mechanism played a vital role in NH3-SCO reaction over R/C/Z-10S catalyst.