In an effort to get Prime in more places around the web, Amazon announced its first effort with an outside retailer today at the Money2020 Conference. AllSaints, a British clothing retailer, is the first to opt in to the online shopping giant's paid membership. Customers can sign-in and pay with an Amazon account all while the same free next shipping that comes from shopping at the mothership (with no minimum purchase). AllSaints products show up in search results on Amazon, but the transaction happens at its own site, and it handles the logistics. "Prime could be the VIP pass to the Internet," AllSaints' Rich Ascott told Recode.