Amazon is quietly exploring a "The Apprentice" revival with Donald Trump Jr. as host, according to the Wall Street Journal. The reboot would land on Prime Video, shifting the hosting duties from former President Donald Trump to his son.
Amazon hasn't confirmed the reports, offering only a no-comment response. Details remain sparse at this stage, with discussions still in early phases.
The original "Apprentice" ran for 14 seasons on NBC before Trump left to pursue politics. The show's format, which pitted contestants against each other in business challenges with the host firing underperformers each week, became a cultural phenomenon during its peak years.
A Trump Jr. hosting gig represents a notable generational shift for the franchise. It also signals Amazon's willingness to court Trump family content as streaming wars intensify and competition for eyeballs demands bigger names and proven formats.
Whether Amazon greenlights this remains unclear. The network's tepid response suggests internal deliberation is ongoing. Still, revival of a dormant franchise with recognizable branding attached to a Trump family member fits the pattern of high-profile reboots that dominated streaming strategy over the past few years.