We report a silver-free synthesis of gold (Au) concave nanocubes (CNCs) that involves the direct deposition of Au atoms over spherical Au seeds under well-controlled reaction kinetics and surface capping. The elementally-pure composition makes them ideal research candidate towards validating structural advantage of concave surface in electrocatalytic oxidation of ethanol. In particular, the as-obtained Au CNCs exhibited an enhanced specific activity and reaction kinetics, but weakened long-term stability, as compared to quasi-spherical counter-parts. Theoretical simulations suggest that the high-index planes represent a high catalytic performance for ethanol oxidation. The current work offers an effective synthetic strategy that successfully excludes the necessary and wide use of Ag + ions in controlled synthesis of pure Au nanocrystals with a concave cubic shape, shedding light on the rational design of fuel cell electrocatalyst from the perspective of crystal facet effect.