Amazon is exploring a reboot of the reality competition series "The Apprentice" with Donald Trump Jr. as the host [1].
The potential revival represents an attempt to leverage the Trump family brand to drive viewership on the streaming platform. If realized, the show could serve as a high-profile return to the medium that originally launched Donald Trump into the public consciousness.
Reports emerged on April 30, 2026, that Amazon was discussing the project [1]. While some outlets suggested the former president was teasing the return of the show with his son at the helm [2], other reports indicated a more tempered response from the family patriarch. Donald Trump said his son has "a little charisma" [3].
Public and industry reaction to the prospect has been divided. Hosts of "The View" criticized the idea, describing it as a "train wreck" [4]. Other former associates of the original series have suggested alternative casting. Omarosa said Ivanka Trump should host the reboot instead of Don Jr. [5].
Beyond entertainment value, some commentators suggest the show could have broader economic goals. A Fox News segment mentioned that the series could help promote initiatives like America250 to increase revenue for restaurants in Washington, D.C. [6].
No official confirmation has been released by Amazon or the Trump family regarding a production timeline or a signed contract. The discussions remain in the exploratory phase as the company weighs the potential for audience growth against the polarizing nature of the host [1].
“"He's got a little charisma."”
The potential reboot of "The Apprentice" highlights a strategy to merge political brand recognition with streaming content. By positioning Donald Trump Jr. as the lead, Amazon would be targeting a specific demographic of the U.S. electorate, though the mixed reactions from former cast members and media critics suggest the move could alienate other viewers.
