The article analyzes the essence of such important categories as profit and profitability. Factors, both external and internal, have been identified that have a large impact on these categories. The conditions of the modern market and the situation caused by the COVID-19 pandemic were considered. The main purpose of the study is to identify how the COVID-19 pandemic and quarantine restrictions affected revenue, service delivery, etc.; what measures have been taken to increase profits in business; what risks can be expected due to the re-introduction of lockdown in Ukraine. The analysis of profitability of the realized production will allow to understand, to what goods it is necessary to pay special attention at their sale or in general to withdraw from realization to reduce expenses for their manufacture considering needs of the modern market. The analysis of profitability of sales within the limits of a complex estimation of efficiency of results of the enterprise gives the chance to consider profit in several its kinds. The ratio of gross profit and revenue shows how much from the sale of products the organization can use to cover commercial and administrative costs. In this regard, increasing the profitability of the organization will be a key area of activity in today's environment, associated with the optimization of existing costs and increase projected revenues. Having made a certain analysis of the average level of profitability, it is possible to determine which products and which specific units of the enterprise create the required level of profitability, and which lead to losses. Such information is most important in a particularly competitive market economy, as financial performance will depend on specialization and concentration of production. It is concluded that increasing the profitability of enterprises in modern conditions is of paramount importance, and management needs to use all possible ways to increase this indicator, in order to increase profits, which will ultimately affect the efficiency of the business entity as a whole.The economic downturn, reduced purchasing power, lack of support (or inefficiency) from the state have led to a reduction in production, or even the shutdown of entire sectors of the economy.