The undesired production of N2O during NH3-SCR reactions is investigated over a reference commercial Cu-CHA catalyst. Steady-state experiments performed in the 150–500 °C temperature range exhibit a bimodal trend in the N2O formation profile, confirming the existence of two different reaction mechanisms occurring at low and high temperatures. Focusing on a low-to-medium T-range, N2O production, usually ascribed to NH4NO3 formation and decomposition, increases with the NO2/NOx ratio. However, an excess of NO2 leads to a decrease in the N2O release due to ammonium nitrate deposition and catalyst clogging phenomena. Steady-state and dynamics experiments show the promoting effect of both NH3 feed concentration and NH3 storage on N2O production at T > 200 °C. Surprisingly, N2O decreases with increasing NH3/NOx ratio at lower temperature. A novel approach based on the strategic injection of NH3 is also applied to mitigate the N2O formation while maintaining high deNOx activity. Remarkably, complete NOx conversion and ~ 11% N2O saving are achieved (with inlet NO2/NOx = 0–0.5) at temperatures exceeding 200 °C; in addition, a peculiar behavior is observed in the N2O profile, which increases and decreases when adding and removing NH3 from the feed, respectively. Notably, the opposite trend is observed in the N2O profile at 200 °C. When under Standard SCR conditions, this so far unreported observation challenges the NH4NO3 formation route for N2O and suggests the existence of different controlling phenomena at different temperature regimes: i) the Cu/redox chemistry at T ≤ 200 °C and ii) the NH3 storage at higher temperature, ideally up to 300 °C.