Direct ammonia SOFCs (DA-SOFCs) are numerical studied to investigate the effects of bipolar plate flow channel configuration on thermal-electric performance. This study establishes a planar DA-SOFC model and investigates triangular, quadrangular, and oval flow channel configurations’ impact using numerical simulations. Results reveal oval cross-section channels outperform trapezoidal and triangular ones, achieving power density increases of 15.6%, 16.1%, and 18.6%, respectively, compared to rectangular channels at 0.6V. The oval channel displays superior velocity and vorticity, enhancing mass transfer between the main flow and reaction zone. Increasing channel width reduces rib width, promoting O2 distribution, temperature improvement via exothermic reactions, NH3 decomposition into H2, and improved cell performance. Rib width increase shortens diffusion and reduces concentration polarization, but increases ion transport and ohmic polarization. A theoretical formula for optimal rib width (Wrib0) to minimize polarization loss is provided. These findings offer a comprehensive reference for optimizing DA-SOFC design.