Amazon is considering a reboot of The Apprentice and has discussed the possibility of tapping Donald Trump Jr. to host, according to reporting tied to The Wall Street Journal.
The streaming giant holds the rights to the show following its acquisition of MGM, which previously secured a majority stake in producer Mark Burnett’s company. Any revival would likely air on Amazon Prime rather than return to its original home on NBC.
The Apprentice debuted in 2004 and became a major television success, featuring contestants competing for a job within the Trump Organization. The show ran for 15 seasons and played a significant role in shaping President Donald Trump’s public image before his entry into politics.
The reboot discussions come as Trump is back in the White House, which adds a new dimension to the show’s potential return.
Internal conversations at Amazon have reportedly included Donald Trump Jr. as a possible host. He previously appeared on the original series as a boardroom adviser alongside other Trump Organization executives, making him a familiar figure to longtime viewers.
Trump weighed in on the idea when asked about it publicly.
“He’s got a little charisma going. You need a little charisma for that sucker. So, we’ll see what happens,” Trump said, adding that his son would “probably be good” in the role.
Despite the internal discussions, no formal outreach has been made.
According to the report, Amazon has not contacted Trump, Trump Jr., or other family members about the project. A source close to Trump Jr. said he was unaware his name was being considered.
The potential reboot would mark another interaction between Amazon and Trump-related projects.
The company recently released a high-budget biographical film about Melania Trump, which drew mixed reactions from critics and audiences. A revived Apprentice would extend that connection into unscripted television.
Mark Burnett’s production history is central to the project.
His company produced The Apprentice along with other major reality shows such as Survivor and The Amazing Race. Trump himself was credited as an executive producer on the original series, reinforcing the link between the show and his personal brand, per Trending Politics.
The program’s influence extended beyond entertainment.
Trump has often credited The Apprentice with strengthening his public profile, including during his political campaigns. The show’s catchphrase and format became widely recognized and contributed to his image as a business executive.
A reboot would face a different media environment.
Streaming platforms have replaced traditional network dominance, and audience expectations for reality television have shifted. The success of a new version would depend on whether it can attract viewers in a crowded digital landscape while maintaining the elements that made the original popular.
There are also political considerations.
Trump’s current role as president could shape how the project is received, both by audiences and corporate decision-makers. Any involvement by members of his family would likely draw attention and debate.
For now, the idea remains in early stages.
No production timeline, casting decisions, or official announcements have been made. The discussions indicate interest in reviving a well-known franchise, but whether it moves forward will depend on negotiations, market conditions, and strategic priorities within Amazon’s streaming business.
