It's hard to tell without more information. On their blog it was directly asked what the difference was and the response is "I hope you see the enhanced value in what we’ve come up with at Alice." [1]
If they are trying to simply win a branding war with Amazon... yikes.
That blog is sometimes a revealing read. Evidently they offered +$200k for the dot-com name of a small, mythical, woodland creature. They also: budget $15-20k for patent filings, defend Jellyfish's use of PR firms, detail Alice.com's pre-launch strategy, explain why they see every employee as an animal, and reveal why they'll never hire anyone from Michigan State.
If they are trying to simply win a branding war with Amazon... yikes.
--
[1] - http://flywheelblog.com/2008/11/the-3-advantages-of-a-start-...