LOS ANGELES:
Reruns of *The Apprentice*, the reality show that played a pivotal role in elevating Donald Trump to national prominence, are now streaming on Prime Video. This move signals a thaw in the previously strained relationship between the former U.S. president and Amazon founder Jeff Bezos.
The decision marks a notable shift in the dynamic between Trump and major tech leaders, which had been tense for several years. Earlier this year, executives from Apple, Amazon, Google, and Meta secured prominent seats at Trump’s inauguration in January, following significant financial contributions to his campaign.
Bezos has also taken steps to soften the tone of his ownership of *The Washington Post*, directing its opinion section to avoid publishing content critical of “personal liberties and free markets.” Additionally, he reportedly intervened to prevent the newspaper from endorsing Democrat Kamala Harris ahead of the U.S. election.
Amazon’s announcement coincides with its streaming platform’s decision to feature a documentary offering a behind-the-scenes look at former First Lady Melania Trump.
The first season of *The Apprentice* became available on Prime Video on Monday and quickly climbed to the “#6 in the U.S.” spot on the platform’s landing page by Tuesday. Amazon revealed that new seasons will be released weekly, with the seventh and final season set to debut in April.
In a statement issued by Amazon, Trump expressed his enthusiasm for the show’s return. As a producer of the series, he is likely to benefit financially from the reruns.
“I’m excited to revisit this show – it brings back so many great memories and was a lot of fun. But more importantly, it was a learning experience for everyone involved!” he said.
Mark Burnett, the British-American producer credited with creating the show’s format, expressed hope that *The Apprentice* would captivate a new generation of viewers, two decades after its original premiere.
“*The Apprentice* remains one of the most impactful shows I’ve ever produced,” Burnett stated. “President Donald J. Trump’s charismatic onscreen presence was a key factor in its success. Thanks to Prime Video, a fresh audience can now enjoy a new season every Monday.”
The revival of *The Apprentice* on Prime Video underscores the evolving relationship between Trump and Bezos, as well as the former president’s continued influence in both entertainment and politics.
