Amazon is exploring a revival of the reality competition series “The Apprentice,” with Donald Trump Jr. reportedly under consideration to host, according to a report from The Wall Street Journal. The move would bring back a franchise that helped cement the political brand of his father, President Donald Trump.
Internal conversations at Amazon have included the possibility of Trump’s eldest son taking over the hosting duties, sources familiar with the matter told the Journal. However, talks remain preliminary, and Amazon has not yet contacted the Trump family about the project. If greenlit, the series would likely stream on Amazon Prime Video.
An Amazon spokesperson downplayed the speculation, telling the Journal that the show is not in active development and no host has been chosen. “Since our acquisition of MGM, we have had preliminary internal discussions about what’s next for ‘The Apprentice’ as a property,” the spokesperson said.
The original “The Apprentice,” which aired on NBC from 2004 to 2017, featured contestants competing for a job with then-businessman Donald Trump. The show elevated Trump’s national profile and popularized his catchphrase “You’re fired!” NBC severed ties with Trump in 2015 after he made derogatory statements about immigrants during his presidential campaign launch. He was elected president the following year.
The reboot discussions come as Amazon has deepened its ties to the Trump family. The company recently acquired the documentary “Melania,” centered on first lady Melania Trump, paying $40 million for distribution rights ahead of Trump’s second inauguration. Jeff Bezos, Amazon’s executive chairman, was asked last month whether the documentary deal was an attempt to curry favor with the Trump administration, a suggestion he denied, according to the newsletter Status.
Amazon’s interest in reviving the show also reflects the streaming giant’s broader strategy to leverage its MGM acquisition for popular IP. The company has already rebooted other MGM properties, including “The Real Housewives” spinoffs and film franchises.
Political observers note that Trump Jr. has become a prominent figure in conservative media and Republican politics, often serving as a surrogate for his father. His potential role as host would mark a significant crossover from political commentary to mainstream entertainment, a path his father successfully navigated.
The news arrives amid a turbulent political landscape, with the Trump administration facing multiple challenges. For instance, Johnson weighs DHS funding bill as the administration confronts a cash crunch, while March inflation hit 3.5%, driven by the Iran conflict, stoking political pressure on the president.
Whether the reboot materializes remains uncertain, but the early-stage discussions signal that Amazon is willing to explore content that could appeal to Trump’s base, even as the company faces scrutiny over its political alignment.
