Amazon is exploring a reboot of NBC’s once-dominant reality show “The Apprentice” and is weighing a familiar last name for the boardroom, according to The Wall Street Journal.
The company now controls the production rights after Amazon acquired MGM, which previously bought a majority stake in reality producer Mark Burnett’s company, the Journal reported. Any revival would likely stream on Amazon Prime rather than air on NBC.
“The Apprentice,” which premiered in 2004, followed aspiring business executives through a weeks-long competition for a job with the Trump Organization. The show became a pop-culture juggernaut and ran for 15 seasons before a hiatus during President Donald Trump’s political rise and time in office.
Now, with Trump back in the White House for a second term, Amazon has discussed internally the idea of putting Donald Trump Jr. in the host chair if it moves forward with a reboot, the Journal reported, citing people familiar with the talks.
Trump Jr., 48, has long been a visible face of the family business and appeared on the original series as a recurring “boardroom adviser” alongside Trump executives Carolyn Kepcher and George Ross.
President Trump weighed in Thursday when Fox News correspondent Peter Doocy asked about the reboot chatter.
“He’s got a little charisma going. You need a little charisma for that sucker. So, we’ll see what happens,” Trump said.
Trump also called his son a “good guy” and said he would “probably be good” in the role.
The Journal reported Amazon has not yet approached Trump, Trump Jr. or any other Trump family members about the project. A source close to Trump Jr. told Fox News Digital that the report was the first time the eldest son had heard his name floated for the job.
An Amazon spokesperson told the Journal that MGM’s earlier deal for Burnett’s company is part of how Amazon holds the rights. Burnett’s résumé includes “The Apprentice,” “Survivor” and “The Amazing Race.” Credits for “The Apprentice” list Trump as an executive producer.
A reboot would be Amazon’s latest brush with Trumpworld. The company recently debuted a $40 million biopic of first lady Melania Trump that drew praise from supporters and mockery from critics, including ABC late-night host Jimmy Kimmel.
Donald Trump has long cited “The Apprentice” as a key piece of his public brand, even during his time in politics. He once joked at the National Prayer Breakfast that attendees should “pray” for former California Gov. Arnold Schwarzenegger after Schwarzenegger took over hosting duties and, Trump claimed, the ratings sank.
Schwarzenegger publicly hit back at the time in a video posted to X.
“Hey Donald, I have a great idea,” Schwarzenegger said.
“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?” he added.
Fox News Digital said it reached out to the Trump Organization, Amazon and Amazon’s production company for comment. NBCUniversal was also contacted. Neither Amazon nor the Trump Organization responded by publication time, according to the report.
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