Alice: buy direct from manufacturer

Alice enables you to buy directly consumables from the manufacturer. Presumably you should get prices that are more competitive. By doing a quick check on Meijer and on Costco not even sure the prices are so interesting.

Anyhow, I still believe that the advantage should be definitely the price, otherwise what is the real advantage of this site?

What retained my attention is more their registration process. I liked much how they ask you who the members of your family are. An easy question, that is priceless for a retailer and here it seems very easy to give them this information. Depending on how you ask question during registration, customers might be likely to give you much more than you think.