Amazon executives have held preliminary internal discussions about reviving "The Apprentice" for its Prime Video platform, and Donald Trump Jr. has surfaced as a potential host, though the project remains far from a green light, and no one from the company has contacted the Trump family about it.
The discussions, first reported by The Wall Street Journal and confirmed by multiple outlets, represent an early-stage exploration of what could become one of the most talked-about television revivals in years. If it moves forward, the show would air on Amazon Prime rather than its original home at NBC, a shift that says as much about the current media landscape as it does about the enduring power of the Trump brand.
President Donald Trump addressed the rumors Thursday, telling Fox News' Peter Doocy that his eldest son would "probably be good" in the role. Fox News Digital reported the president's comments along with additional details about the early-stage talks.
"He's got a little charisma going. You need a little charisma for that sucker. So, we'll see what happens."
That was the president's assessment, measured, with a hint of a grin baked into the phrasing. He called Trump Jr. a "good guy" but stopped well short of confirming anything.
An Amazon spokesperson made clear that no formal development is underway. As the Just The News report noted, the company's statement was carefully hedged: "Since our acquisition of MGM, we have had preliminary internal discussions about what's next for 'The Apprentice' as a property." The spokesperson added bluntly: "The show is not in active development."
That acquisition matters. Amazon purchased MGM, which had previously bought a majority stake in reality-television producer Mark Burnett's company. Burnett, of course, is the man who created "The Apprentice" in the first place, along with CBS mainstays "Survivor," now in its 50th season, and "The Amazing Race." Amazon's ownership of that catalog gives it the legal right to explore a reboot without negotiating from scratch.
A source close to Trump Jr. told the New York Post that the 48-year-old father of five learned his name was in contention through the news reports themselves. "No one from Amazon has reached out to him about this," the source said. Fox News Digital separately confirmed the same detail: the Journal report was the first time Trump Jr. had heard his name was in the mix.
Neither Amazon nor the Trump Organization responded to Fox News Digital's requests for comment by publication time. NBCUniversal, which originally aired the show, was also contacted but did not respond.
"The Apprentice" premiered in 2004 and quickly became a cultural force. The Washington Examiner noted that the show drew more than 20 million viewers per week in its debut season, making it one of the most-watched programs on television. It was, at its peak, the No. 1-rated show in America, a fact that helped transform Donald Trump from a New York real-estate mogul into a household name coast to coast.
The show ran for fifteen seasons before Trump's 2016 presidential campaign forced a hiatus. Arnold Schwarzenegger, the former California governor and the most recent Republican to hold that office in Sacramento, took over hosting duties. The transition was not smooth, and produced one of the more memorable public exchanges of the early Trump presidency.
Trump once told the National Prayer Breakfast that attendees should "pray" for Schwarzenegger's ratings. The actor fired back in a video posted to X.
"Hey Donald, I have a great idea. Why don't we switch jobs, you take over TV, since you're such an expert in ratings, and I take over your job so that people can finally sleep comfortable again, hmm?"
Schwarzenegger, who voted for then-Ohio Gov. John Kasich in 2016, never matched the original's ratings. The show faded. Now, more than a decade later, Amazon appears to be testing whether the franchise still has commercial life, and whether the Trump name remains the engine that drives it.
Donald Trump Jr. is no stranger to the boardroom set. During the original run, he served as a frequent stand-in "boardroom adviser," filling in for Trump executives Carolyn Kepcher and George Ross. He knows the format. He knows the cameras. And as executive vice president of the Trump Organization, he carries the family name with a business title to match.
Trump Jr. has also built a substantial media profile of his own in recent years, particularly among conservative audiences. His personal life has drawn attention as well, he and Bettina Anderson are planning a wedding in the coming months following a bridal shower at Mar-a-Lago.
The timing of these discussions is worth watching. Amazon recently debuted a $40 million biopic of First Lady Melania Trump, directed by Brett Ratner of "Rush Hour" fame. That project drew mockery from ABC's Jimmy Kimmel, among others, but it signaled something broader: Amazon is not shy about investing in content connected to the Trump family.
Trump himself has been active on the entertainment front. He reportedly pressed Paramount Pictures to revive the "Rush Hour" franchise, a series originally produced by New Line Cinema and now subject to a distribution arrangement between Paramount and Warner Bros.
The president's cultural influence has only grown during his time in office. A recent CPAC poll showed 96 percent of conservative activists backing Trump, a figure that reflects the depth of his connection to the Republican base, a connection that "The Apprentice" helped build in the first place.
Several things remain unclear. Has Amazon set any internal timeline for a decision? Would the reboot follow the original's business-competition format, or pivot to something new? And would the sitting president's involvement, even as a background figure, create legal or political complications that Amazon would need to navigate?
None of those questions have public answers yet. The discussions are preliminary. The company has not approached the Trump family. And Trump Jr. himself apparently did not know he was being considered until reporters started calling.
Still, the fact that Amazon is even having the conversation tells you something. The company paid billions for MGM. It owns the intellectual property. And it clearly sees value in a franchise that, for all its cultural baggage, remains one of the most recognizable brands in reality television history.
Democrats have made clear they intend to keep the Trump family in their crosshairs. As James Carville has openly promised, investigations targeting Trump's relatives are part of the opposition's playbook. A high-profile television role for Trump Jr. would only raise his visibility, and, presumably, the volume of political scrutiny aimed his way.
The president, for his part, has shown a consistent willingness to use the power of his office to honor people and causes he cares about, from posthumous Medal of Honor recipients to the cultural institutions that shaped his own public life. "The Apprentice" is part of that story. Whether it gets a second act depends on whether Amazon decides the brand is worth the bet.
Twenty million viewers tuned in when a New York developer first said "You're fired." If Amazon hands the chair to his son, expect the whole country to watch, some to cheer, some to complain, and all of them to tune in.
