The way an Amazon Prime membership works right now, all of the perks of online shopping, like free two-day shipping, are benefits enjoyed only while purchasing goods on Amazon itself. But now Amazon is dipping its toes in the pool of friendship, as it’s joining up with partner sites to extend some of those benefits to shoppers buying stuff on other sites as well.

The first retailer to team up with Amazon is AllSaints, a British company, reports CNN, citing Tom Taylor, a vice president at Amazon who made the announcement this week.

“Think about the possibilities,” Rick Ascott, digital director at AllSaints, said. “I can see a day when Prime members will have access to sneak previews and first chance to shop our new collections.”

Prime benefits that will be shared with other sites are part of Login and Pay with Amazon, a program already in place that has outside companies pay a fee to Amazon, and in turn, shoppers can buy instantly on their pages using their Amazon accounts.

So far it’s been a good partnership, Ascott says, as Amazon customers who put stuff in their shopping cart have so far been 34% more likely to actually buy them, and spend 15% than non-Amazon customers.

Other retailers are more reticent to cut Amazon in on their businesses, as it could mean diluting their own brand’s message with Amazon, something they might not be able to control if their goods are showing up in the same search results as other, cheaper items on Amazon.

Amazon extending Prime benefits to other sites [CNN]

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