Chemiluminescent emissions from NH2*, NH*, NO*, and OH* during the pyrolysis and oxidation of ammonia (NH3) are quantitatively characterized to gain insight into their reaction mechanisms. Time profiles of light emitted from high-temperature reactions of NH3/Ar and NH3/O2/Ar mixtures have been measured behind reflected shock waves at temperatures of 2300–2600 K and pressures of 1.6–1.9 bar in a high-repetition-rate shock tube. The emission intensities have been calibrated based on the well-characterized OH* chemiluminescence in a hydrogen-oxygen system and converted to photon emission rates for quantitative comparison with kinetic simulations. A kinetic model describing the pyrolysis and oxidation of ammonia and reactions of excited species has been constructed by combining the reaction mechanisms proposed in recent modeling studies. With only modest updates of the thermodynamic functions and the rate constants for the formation and quenching of excited species, the observed chemiluminescence profiles could be reasonably reproduced, with a few exceptions. The rate of production analysis indicates that NH2* is produced by the reaction of NH3 with H as well as thermal excitation of NH2, that the energy transfer reactions from 3N2 to NH and NO are responsible for the formation of NH* and NO*, respectively, and that the formation of OH* is competitively contributed by the reactions of H with N2O, 3N2 with OH, and NH with NO. Remaining discrepancies between the experiment and modeling are noted, and potential directions for further model improvement are discussed.