Bleach is absolutely ineffective on disinfecting soil, it is inactivated in short order by organic materials in the soil.
Quicklime and hydrated lime are very commonly used for disinfecting soil after sewage spills, disinfecting sewage sludge, and disinfecting pond bottoms.
Caustic limes work on the same principal as ammonia, they are both alkalis and the high pH kills microorganisms.
I've never heard of pouring ammonia into the ground to sanitize it, although it will likely work. I'd have questions about it's persistence though. Spreading lime will keep the pH up for quite a while, not sure about the ammonia...
I usually use hydrated lime. I spread it rather thickly on the ground and let it sit as long as possible. A person could also till generous amounts into the top few inches of soil.