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Amazon is considering a possible revival of “The Apprentice,” the reality television show that helped launch President Donald Trump into national prominence, according to people familiar with internal discussions.
The talks are still in early stages, and no formal outreach has been made to the Trump family. However, executives have discussed the possibility of Donald Trump Jr. serving as host if the project moves forward.
“Look, we had a great success. Fourteen seasons, and ‘The Apprentice’ was a tremendous success. So, I’ve been hearing that a little bit,” the president told reporters on Thursday.
“So, we’ll see what happens. He’s a good guy. He’d be probably good. He’s got a little charisma going. You need a little charisma for that sucker. So, we’ll see what happens,” he added.
Any reboot would likely stream on Amazon’s Prime Video platform. A company spokesperson said only “preliminary internal discussions” have taken place since Amazon acquired MGM in 2022 and emphasized that the show is not currently in active development.
“The Apprentice” originally aired on NBC for 14 seasons and became one of the network’s most popular programs in the early 2000s. The show’s format and Trump’s role as host helped build his public profile beyond real estate, with the catchphrase “You’re fired” becoming widely recognized.
Amazon has recently explored programming tied to President Trump and his supporters. The company acquired rights to stream past seasons of the show in 2025 and produced a documentary focused on First Lady Melania Trump.
Media analysts have long credited the success of “The Apprentice” with boosting President Trump’s national visibility ahead of his political career, including his 2016 presidential campaign.
The speculation follows the success of the first lady’s documentary “Melania,” which opened in theaters in February. The film, directed by Brett Ratner and backed by Amazon MGM Studios, earned about $8 million domestically during its opening weekend.
