Amazon Prime Video is setting the stage for a considerable increase in its viewership with the addition of “The Apprentice,” the famous reality TV program that played a pivotal role in enhancing Donald Trump’s visibility. As announced on Monday, the platform will host the show’s first seven seasons. The inaugural season is available starting Monday, with new seasons debuting weekly, culminating in late April.
Originally airing in 2004, “The Apprentice,” along with its spinoff “Celebrity Apprentice,” significantly boosted Trump’s popularity on a national level. This came after a turbulent era in the 1990s where his New York real estate endeavors experienced several bankruptcies and business failures. A platform for Trump to flaunt his business prowess, the show became immensely popular, eventually turning his name into a global brand, paving a foundation for his future political career. Contestants on the show faced assorted challenges competing for a $250,000 salary and the coveted chance to work with The Trump Organization.
Former President Trump expressed his excitement about the renewed visibility of the show through Truth Social. Within the statement provided by Amazon, Trump remarked, “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!”
Amazon’s choice to reintroduce “The Apprentice” aligns with broader efforts to strengthen ties with Trump, a relationship that has seen its share of ups and downs during his presidency. In a significant move earlier this year, Amazon announced the forthcoming release of an up-close documentary focused on the life of former First Lady Melania Trump, offering what they described as “an unprecedented behind-the-scenes look” at her existence.
This latest action comes on the heels of several notable events surrounding Amazon and its founder, Jeff Bezos. In October, Bezos declared that The Washington Post, under his ownership, would abstain from endorsing any candidate in the presidential race—a decision that led to considerable internal unrest, causing a number of resignations and mass subscription cancellations. In a related context, a seasoned columnist parted ways with the Post, voicing dissatisfaction over the newspaper’s new editorial direction, which now limits opinion pieces to cover topics on personal liberties and the free market.
Furthermore, Amazon has shown support for Trump’s political events, pledging a hefty $1 million to his inauguration fund. The company’s live streaming of the inauguration ceremony via Prime Video accounted as an additional $1 million in-kind donation, illustrating the multifaceted nature of Amazon’s engagements with Trump’s era.
