Kodak Alaris sell to local distributors.
Those distributors are the ones that tend to specialize in supplying particular market segments - drugstores, grocery stores, big box stores, tourism businesses and yes, some who specialize in the photography markets.
The distributors often have different minimum order and other terms, and they compete against each other, so a retailer can decide to buy some film from one source, and other film from another source, based on whatever terms matter to them most - price, minimum order quantities, availability, speed and cost of shipping, etc.
That is in contrast to Ilford products, which are available only from one exclusive distributor, at a single price, and with one set of terms regarding minimum order quantities, availability, speed and cost of shipping, etc.