Amazon Eyes Trump Jr. for ‘The Apprentice’ Comeback

Amazon executives secretly floated Donald Trump Jr. as host for a ‘The Apprentice’ reboot, catching even him off guard—could this revive TV’s most iconic firing franchise on Prime Video?

Story Snapshot

Wall Street Journal exposes Amazon’s internal talks on rebooting ‘The Apprentice’ with Don Jr. as host, no family outreach yet.
President Trump endorses son publicly, praising his charisma during Oval Office interview.
Original show dominated NBC ratings from 2004-2015; Amazon gained rights via MGM acquisition.
Speculative stage only—Amazon calls details “purely speculative,” Don Jr. learned via report.

Amazon’s Ownership Shift Sparks Reboot Talks

Amazon acquired MGM, which held Mark Burnett’s company and ‘The Apprentice’ rights, years before 2026. Late April 2026, Wall Street Journal reported executives in preliminary discussions for a Prime Video reboot. Donald Trump Jr., original boardroom advisor with Ivanka and Eric, emerged as internal host candidate. No formal pitches reached Trump family. Don Jr., Trump Organization EVP and father of five, first heard via the article. This positions Amazon to exploit a top-rated IP amid streaming wars.

Original Series Dominated Television

‘The Apprentice’ launched on NBC in 2004, with Donald Trump firing contestants in iconic boardroom scenes. It ran 14 seasons, plus ‘Celebrity Apprentice,’ totaling 15 by some counts, hitting No. 1 ratings. Trump hosted until 2015 politics shift. Family advised: Don Jr., Ivanka, Eric. Trump’s 2024 reelection, his second term, reignited brand value. Amazon eyes unscripted content boost for Prime subscribers through this proven formula.

Trump Family Responds to Rumors

April 30, 2026, President Trump addressed Fox News’ Peter Doocy in Oval Office. He recalled original success, called Don Jr. a “good guy” with “a little charisma,” said he’d “probably be good.” Trump once preferred Ivanka as successor, but NBC rejected family-heavy lineup. Don Jr. sources confirmed surprise at WSJ report. Amazon spokesperson labeled host details speculative, confirming only internal brainstorming, no greenlight or commitments.

Stakeholders and Power Dynamics

Amazon/MGM controls rights, holds high influence as producer. Don Jr. offers medium brand draw from advisor role. President Trump wields medium public sway as endorser and original host. NBCUniversal, former broadcaster, sits low with no involvement. Mark Burnett’s legacy company now under Amazon monetizes the asset. Trump family provides continuity, but Amazon decides. Motivations align: Amazon grows Prime, Trumps extend fame aligning with self-reliance and family enterprise core to conservative values.

Potential Impacts and Industry Signals

Short-term buzz risks political backlash but could spike Prime subscriptions. Long-term, revives reality TV, extends Trump influence. Supporters welcome nostalgia; opponents fear polarization. Economically, taps original’s top ratings for revenue. Socially reinforces celebrity-politics blend. Politically amplifies family during presidency. Broader: Streamers hunt linear hits post-MGM deals, boosting reboots. ‘The View’ co-hosts mixed—one saw viability, others tied show to Trump’s rise—facts favor feasibility given history.