The chart on that link shows 32Amp rating, (assume that's max continuous).
As long as you don't exceed that, (by much), then you could also increase the voltage.
BUT, you would have to run a smaller fan/prop. the 'load', for each extra cell you add, to keep within that rating.
Adding more cells is roughly the same as just putting on a much too big prop, the current will go up and probably the magic smoke will escape.
Watts = volts x amps. Increase the volts for the same 'load', and the current goes up. More volts x more amps = more watts, more watts = more heat = more problems.