Re-runs of "The Apprentice" reality show that propelled Donald Trump into the U.S. national consciousness, are showing on Prime Video, the latest indication of warming relations between the U.S. president and Amazon tycoon Jeff Bezos.
Following a frosty few years between tech titans and the U.S. president, the move is another sign of a rapprochment that saw key figures from Apple, Amazon, Google and Meta bag front-row seats at Trump's January inauguration after making hefty donations.
Bezos has also sought to make his Washington Post newspaper less hostile to the president, ordering its opinion section not to run columns opposed to "personal liberties and free markets," and quashing its planned endorsement of Democrat Kamala Harris before the U.S. election.
Amazon's announcement comes after its streaming arm said it would also air a behind-the-scenes documentary about First Lady Melania Trump.
The first season of "The Apprentice" became available on the platform on Monday and by Tuesday was being advertised on the landing page, where it was showing as "#6 in the U.S."
Amazon said new seasons would become available every week until the seventh season, which will be released in April.
In a statement released by Amazon, Trump welcomed the return of the show -- of which he was a producer, and therefore likely to gain revenue from reruns.
"I look forward to watching this show myself -- such great memories, and so much fun, but most importantly, it was a learning experience for all of us!" he said.
Mark Burnett, the British-American producer considered the brains behind the format, said he hoped the show would attract a new generation of viewers, two decades after it first aired.
"The Apprentice is one of the best shows that I ever produced," he said in a statement. "The charismatic onscreen presence of President Donald J Trump made it a bona fide hit! Now, thanks to Prime Video, a whole new audience will experience a new season every Monday."
While Trump was already a celebrity figure in New York in the 1980s and 1990s, "The Apprentice" catapulted him to broader national fame when it launched in 2004.
Producers cast the real estate mogul as an archly successful businessman, who oversaw a cut-throat competition between budding entrepreneurs.
Contestants would vie for Trump's approval, allowing them to progress to the following installment, with those who failed summarily dismissed by Trump's now-famous catchphrase "You're fired!"
The ultimate winner of the series was given a six-figure salary to work within the Trump empire.
"The Apprentice" was a huge network television hit for several years and is credited with creating the public persona that Trump leveraged to run for the White House in 2016.
It also spawned dozens of international off-shoots including some that outlasted the U.S. progenitor. While Trump was fired from the U.S. show in 2015 over remarks he made about Mexican immigrants, the British version is still shown on the BBC.
"The Apprentice" is owned by MGM Alternative, whose parent company was bought by Amazon three years ago.
© 2025 AFP
28 Comments
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I'veSeenFootage
Ah yes, because what Amazon Prime truly needs is... more crap.
sakurasuki
Who'll be fired in first season?
Bob Fosse
It’s a rerun of a 20 year old show.
Tokyo Guy
Glad I cancelled my Prime membership a while ago.
Apparently Netflix has been thinking about doing something with the Tate brothers.
Clearly the thinking is that misogyny is the new money-spinner.
nickybutt
I have been boycotting everything Amercian since the start of March. Amazon will get no more of my money.
bass4funk
Good for them, they can make even more money, love it.
I still watch Gilligan's Island; it's even older.
starpunk
Who the hell wants to watch even more shows where this screaming geek bellows out to others? Who needs another 'Triumph of the Will' for the 21st century? Enough of this egomaniac!
Revolting, nauseating and disgusting.
HopeSpringsEternal
Bezos, like all smart executives, can effectively pivot and wants a seat at the table with DJT, not to be on his menu.
DJT surely appreciates Amazon $royalties but truth be told, all media outlets and Hollywood pivoting due to the "Trump" era = Why miss out on new $business chances?!
HopeSpringsEternal
Many more now interested in DJT for obvious reasons, across the globe. Many are deeply curious about DJT's experience in Hollywood, far more so than his days as a real estate developer and brand builder.
As a result, Amazon simply providing what MANY of their customers are demanding, and like every good company = Listen to your $Customers!
HopeSpringsEternal
It's no accident Mr. Bezos is consistently one of the richest people on the planet, if not the richest, because has a great deal of common sense - not ideological.
wallace
Musk is the richest person. Followed by Larry Ellison (Oracle). Bezos is third.
Musk loses $52 billion in 2025 amid Tesla’s struggles.
factchecker
" Bezos has also sought to make his Washington Post newspaper less hostile to the president, ordering its opinion section not to run columns opposed to "personal liberties and free markets," and quashing its planned endorsement of Democrat Kamala Harris before the U.S. election. "
It's called brown nosing. It's also very pathetic.
Bob Fosse
So what?
HopeSpringsEternal
Rich like Musk and Bezos don't watch the market, as they're too busy creating the future. Great technology that solves problems will always be the best asset class, and why Trump's pivoted AWAY from Wall Street.
Bezos really became angry when Biden Admin blocked Amazon's purchase of I-robot, only to have the Chinese robot makers dominate the US home market and thus gather plenty of US consumer 'intel' for the CCP.
Bezos = Common Sense, not ideological
Melania Trump also loves Bezos's new wife rumor has it, so maybe they'll make a movie together on Amazon?!!!?
Bob Fosse
Ooooh! Spill the goss! Did you see her dress at the Oscars?! Simply fabulous! I’m just as excited as you for the new show!!!!
bass4funk
Which is exactly what I was trying to tell Wallace with his statement of the Apprentice being 20 years old, eeeexactly my point! So what?!
TokyoLiving
Pathetic, LOL..
runner3
Another reason to cancel Amazon.
Bob Fosse
Scroll up and read.
bass4funk
I did, so you are not obligated in any way, shape or form to watch the reruns. People will though that’s why they brought it back, good for them, that’s why they’re in business for, making money. This is why the private sector is so amazing. The potential of earnings are limitless.
wallace
Fortunately, it was never available in Japan. Way too boring.
What are you talking about?
bass4funk
For you, thank god for VPN
“It’s a rerun of a 20 year old show.”
You said earlier, I replied it doesn’t matter, there are millions of shows that are reruns who people watch. Amazon already did their internal research before coming to this decision, if the market wasn’t there, then they wouldn’t show it.
wallace
bass4funk
Fortunately, it was never available in Japan. Way too boring.
No accounting for tastes.
What are you talking about?
You are confused. I never mentioned that. You mixed up with the poster Bob Fosse
bass4funk
Depends on what your personal opinion is
No
Bob Fosse
It’s a rerun of a 20 year old show was in reply to the poster who asked who was getting tied in season one.
A perfectly sensible response to a question.
You are confused Bass.
bass4funk
I just gave a sensible answer
Wrong.
HopeSpringsEternal
As DJT likes to say...."You're FIRED!"
OkinawaRider
Good show. Since J. Biden signed up with a Hollywood talent agency there may be more surprises on the silver screen.