Amazon is quietly laying the groundwork for a potential reboot of The Apprentice, and the name being floated as host is Donald Trump Jr. The streaming giant is circling a property it already owns, one with decades of cultural baggage and a built-in audience. With Prime Video expanding aggressively, a last name that practically prints headlines on its own might just be the card Amazon is playing.

While the Melania documentary already proved Amazon has an appetite for Trump content, handing Trump Jr. the boardroom chair would be a considerably bigger move.

Amazon MGM Studios is internally discussing a full reboot of The Apprentice, with Donald Trump Jr. emerging as the frontrunner for the host seat on Prime Video. The show is not in active development yet, but executive-level conversations have been happening since early 2025. Amazon MGM Studios head Mike Hopkins has been among those spearheading the revival idea internally.

"Since our acquisition of MGM, we have had preliminary internal discussions about what is next for The Apprentice as a property," an Amazon spokesperson told The Wall Street Journal.

He then added, "the show isn’t in active development and any potential host hasn’t been selected," even as Donald Trump Jr.'s name continues to circle quietly behind closed doors.

Amazon is not exactly tiptoeing around its appetite for Trump-adjacent content. The platform paid a reported 40 million dollars for the Melania documentary, nearly three times the next highest offer, and began streaming the original The Apprentice seasons in March 2025. Industry analysts read the reboot discussions as a calculated play to lock in a massive, loyal viewer base that other streamers are largely ignoring, giving Prime Video a genuine point of differentiation in an increasingly crowded market.

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While Amazon is busy building its Trump content library, the real question is whether Donald Trump Jr. has the television chops to actually fill that very large boardroom chair.

Donald Trump Jr. is not a television newcomer, though he has never been the primary face of a major franchise. From Season 5 onward, he sat at the original The Apprentice boardroom table as an adviser, evaluating contestants on behalf of his father. He later launched Triggered with Don Jr. on Rumble in 2023, a political commentary show where he holds the lead role, and hosted Field Ethos, a niche hunting and adventure series, in 2022. Each project built his on-camera confidence, but none carried global streaming scale.

His father's media blueprint makes The Apprentice reboot feel almost inevitable. Donald Trump spent over a decade as the face of the franchise, earning a reported three million dollars per episode at his peak and earning the show two Emmy nominations. He famously appeared in Home Alone 2, giving directions in the Plaza Hotel, cementing himself as a genuine pop-culture fixture long before politics. The family's media DNA runs deep, and if Amazon pulls the trigger, Trump Jr. would simply be moving from the side of the table to the head of it.

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What are your thoughts on Amazon potentially rebooting The Apprentice with Donald Trump Jr. as host? Let us know in the comments.