The electrochemical nitrate reduction reaction (NO3-RR) involves multiple hydrogenation and deoxygenation steps, which compete with the hydrogen evolution reaction (HER). Therefore, NO3-RR driven in acidic media is challenging in spite of advantageous fast hydrogen transfers in its elementary steps. The findings presented in this article first demonstrate that the NO3-RR is significantly activated even in acidic lithium nitrate solutions at LiNO3 concentrations exceeding 6 m on a Pt electrode (the highly effective catalyst for HER) by the formation of a "hydronium-in-salt" electrolyte (HISE), a new type of aqueous high concentration salt electrolyte. The observed enhancement of NO3-RR while the suppression of HER-activity in the LiNO3 based HISE was verified by scanning electrochemical microscopy, electrochemical impedance spectroscopy, UV-vis/IR spectroscopy, and molecular dynamics simulations. The formation of a HISE in acidic LiNO3 solutions contrasts with that of a "water-in-salt" electrolyte in LiTFSI with the same concentration. The mechanism of NO3-RR activation in a HISE suggests facilitated proton-coupled electron transfers (PCETs) from H3O+ to NO3- and subsequent reactive intermediates owing to the proximity between the two ions induced by the unique solvation structure blended with all ions together (Li+ + NO3- + H3O+). In contrast, all the ions are separately hydrated at low concentrations of LiNO3 electrolytes. On the other hand, PCET from H2O to NO3- in a high concentration LiNO3 electrolyte (e.g., 9 m) is not kinetically preferred, probably owing to the slow dissociation kinetics of H2O, and therefore, H2O reduction is not suppressed by the NO3-RR.