Do you have high pH water that would be more of a reason to use any of the ammonia detoxifying products? If you don't have a high pH (8.0+), then a normal dechlor that also treats heavy metals, like API's Tap Water Conditioner is a much better bargain than Prime and if Prime is ten times more efficient than Amquel, then API is also better.
As far as their ingredients, all of the so-called ammonia detoxifying, slime-this, stress-that type products have a LOT more chemicals in them than a basic dechlor product and they won't disclose what the chemicals are on their MSDS sheet... calling them "proprietary". As far as the powdered version of Prime, if you read the MSDS sheet on that, it mentions by-products such as formaldehyde and some other toxic chemical right on their MSDS sheet.. and IF the liquid Prime is the same, according to Seachem, then it would seem that the liquid version may have the same by-products... but maybe since it's dilluted, it's not at a high enough level that they have to disclose the toxic by-product.
Now, all that said, if someone does have very high pH water, then the risk of using an ammonia detox product is worthwhile since even a low level of ammonia can easily become toxic at a high pH level... so my final recommendation... API's Tap Water Conditioner for 7.8 and lower pH. Prime for 8.0 and higher pH.