Chain-die forming is an emerging sheet metal technique for manufacturing advanced high strength steel (AHSS) products. Springback and longitudinal bow are two of the major shape defects in gradual forming. In this study, the springback and longitudinal bow of AHSS in chain-die forming of hat and U profiles are investigated through experiment and finite element simulation. The disparity of springback along the longitudinal direction and disparate longitudinal bow signifies complex deformation processes of chain-die forming. Finite element simulation of the chain-die forming process gives an insight into the formation of non-uniform springback and longitudinal bow. The gradual forming process by one die block after another causes bending and reverse-bending deformation in the web area and the redundant deformation of the sheet metal, which further leads to non-uniform bending moment and accumulated stresses along the longitudinal direction. At the same time, the redundant deformation will also result in the longitudinal strain on the edge, while the downhill deformation decreases the maximum longitudinal strain at the edge and introduces the longitudinal strain on the web. The different non-uniform longitudinal strain distribution along the transversal direction causes disparate longitudinal bow behaviors for chain-die formed AHSS hat and U profiles, downward bowing and upward bowing respectively. By the established model, the disparate springback and longitudinal bow behavior can be determined, which also contribute to the process design for chain-die formed AHSS products.