Ammonia (NH3) serves as a critical component in the fertilizer industry and fume gas denitrification. However, the conventional NH3 production process, namely the Haber-Bosch process, leads to considerable energy consumption and waste gas emissions. To address this, electrocatalytic nitric oxide reduction reaction (NORR) has emerged as a promising strategy to bridge NH3 consumption to NH3 production, harnessing renewable electricity for a sustainable future. Copper (Cu) stands out as a prominent electrocatalyst for NO reduction, given its exceptional NH3 yield and selectivity. However, a crucial aspect that remains insufficiently explored is the effects of morphology and valence states of Cu on the NORR performance. In this investigation, we synthesized CuO nanowires (CuO-NF) and Cu nanocubes (Cu-NF) as cathodes through an in situ growth method. Remarkably, CuO-NF exhibited an impressive NH3 yield of 0.50 ± 0.02 mg cm−2 h−1 at −0.6 V vs. reversible hydrogen electrode (RHE) with faradaic efficiency of 29.68% ± 1.35%, surpassing that of Cu-NF (0.17 ± 0.01 mg cm−2 h−1, 16.18% ± 1.40%). Throughout the electroreduction process, secondary cubes were generated on the CuO-NF surface, preserving their nanosheet cluster morphology, sustained by an abundant supply of subsurface oxygen (s-O) even after an extended duration of 10 h, until s-O depletion ensued. Conversely, Cu-NF exhibited inadequate s-O content, leading to rapid crystal collapse within the same timeframe. The distinctive current–potential relationship, akin to a volcano-type curve, was attributed to distinct NO hydrogenation mechanisms. Further Tafel analysis revealed the exchange current density (i0) and standard heterogeneous rate constant (k0) for CuO-NF, yielding 3.44 × 10−6 A cm−2 and 3.77 × 10−6 cm−2 s−1 when NORR was driven by overpotentials. These findings revealed the potential of CuO-NF for NO reduction and provided insights into the intricate interplay between crystal morphology, valence states, and electrochemical performance.