Electrocatalytic N2 reduction is deemed as a prospective strategy toward low-carbon and environmentally friendly NH3 production under mild conditions, but its further application is still plagued by low NH3 yield and poor faradaic efficiency (FE). Thus, electrocatalysts endowing with high activity and satisfying selectivity are highly needed. Herein, Bi nanoparticles in situ confined in carbon rods (Bi NPs@CRs) are reported, which are fabricated via thermal annealing of a Bi-MOF precursor as a high-efficiency electrocatalyst for artificial NH3 synthesis with favorable selectivity. Such an electrocatalyst conducted in 0.1 M HCl achieves a high FE of 11.50% and a large NH3 yield of 20.80 μg h-1 mg-1cat. at -0.55 and -0.60 V versus reversible hydrogen electrode, respectively, which also possesses high electrochemical durability.