Objectives: The primary objective of this research work is to solve the Profit Based Unit Commitment (PBUC) problem in Power Generation Companies (GENCOs) in the competitive Electricity market. The energy and spinning reserve allocation are considered to maximize the profit of power generation companies. Methods: A new and recently developed optimization technique of Chaotic Sea-Horse Optimizer (CSHO) is planned for an optimal solution PBUC problem. The control parameters of CSHO are the number of Population is 50, the Chaotic map parameter is 4, the dimensions are 10, and the maximum number of iterations is 100 are considered to achieve the global optimal solutions. The competitive study with standard golden approaches of the LR method and other soft computing techniques such as GA, PSO, etc. are considered for performance evaluations of CSHO. The proposed CSHO is mainly based on the natural behavior of Sea-Horse in the ocean. The MATLAB 15.0 platform is utilized for the expected problem. Findings: The CSHO was tested on a standard IEEE-39 bus system (10 generators and 24 hours) with reserve allocation. The CSHO technique improves the total profit of GENCOs with various test loads and reserve demand. The simulation results like Optimal UC schedule, power generation of thermal plants, fuel cost, startup cost, revenue, and profit are displayed. The percentage of total profit of 29.76% is improved when compared with the mathematical approach of the LR method with 102 second time period. Novelty: The CSHO has currently developed an effective algorithm that easily reaches the global optimal solutions. The CSHO mimics the movement, hunting, and breeding behavior of sea-horses in nature. Implementation of chaotic maps helps to improve the convergence speed of the proposed method. Keywords: Deregulation, Profit Based Unit Commitment, Energy and Reserve Allocation, Cost Minimization, Profit of GENCOs, Chaotic Sea-Horse Optimizer