We investigated the distribution patterns and morphologies of 5-hydroxytryptamine (5-HT)-, gastrin (GAS)-and somatostatin (SS)-endocrine cells in the gastrointestinal tract of Chrysolophus pictus using the ABC immunostaining technique. The 5-HT cells were mostly abundantly distributed in the jejunum and rectum, rich in the ileum and cecum, followed by the duodenum, and rarely in the proventriculus and gizzard tissues; GAS cells were most densely distributed in the duodenum and rectum, followed by the cecum and jejunum, infrequently in the proventriculus tissues, and they were not observed in the stomach muscles; SS cells were in a low density in the intestine tissues, more concentrated in the rectum and cecum than in the duodenum and jejunum, however, they were not detected in the stomach muscles. Three types of endocrine cells had a variety of morphologies, such as round, elliptical, cone-shaped, rod-shaped and irregular-shaped, among which the most common shapes were round and cone-shaped. They were mainly located in cell membrane, the basis and interspace of the mucosal epithelial cells and the alveolar epithelial cells as well. In addition, morphologies of these endocrine cells were consistent with their endocrine and exocrine functions.