Amazon MGM Studios executives have held early internal discussions about rebooting the reality competition series "The Apprentice," with Donald Trump Jr. emerging as a potential host for a version on Prime Video.

The Wall Street Journal first reported the talks late Wednesday, noting that the conversations began around the time of President Donald Trump's second inauguration early last year. Amazon co-owns the rights to the franchise alongside Trump Productions. The company acquired MGM, which had previously obtained Mark Burnett Productions, the original producer of the show.

"The Apprentice" originally aired on NBC for 14 seasons from 2004 to 2015, with Donald Trump as host. Contestants competed in business tasks for a chance to work as his apprentice, culminating in the iconic "You're fired!" boardroom dismissals. The series earned nine Emmy nominations and spawned spinoffs, including "Celebrity Apprentice." Trump suggested his daughter, Ivanka, as a possible successor in 2015, though NBC canceled the show after his presidential campaign announcement.

Donald Trump Jr., who served as a boardroom advisor and guest judge in more than 70 episodes of the original run, has been floated internally as a host option. No external discussions have taken place with the Trump family or producers, and Amazon emphasized that the project is not in active development.

A spokesperson for Amazon told the Journal, "Since we acquired MGM, we have had preliminary internal discussions about what’s next for ‘The Apprentice’ as a property." The company declined further comment to Variety, which confirmed through insiders that no deals or outside talks are underway.

The potential revival aligns with Amazon's recent foray into Trump family content. In January 2026, the streamer acquired the documentary "Melania," directed by Brett Ratner, which grossed $7 million domestically and set a record for non-fiction features despite some criticism. Trump continues to receive annual royalties from the franchise, ranging from $100,000 to $1 million, per his 2024 financial disclosures.

Amazon MGM Studios head Mike Hopkins and his team have been streaming reruns and exploring the property's future as part of broader efforts to expand Prime Video's unscripted slate. Rebooting the hit series could help attract a wider audience amid competition with Netflix and others.