A friend of mine works for Whirlpool Corp. They make numerous brands - whirlpool, jenn-air, kitchenaid, I think roper, & some others I don't remember. He basically told me that many times they are selling the exact same unit, but labeled as 2 different brands. Because some brands are perceived as better, they may actually be at different price points. Do your research so you don't end up paying too much.
BTW, I haven't actually ordered anything from this site, but it seems to have decent reviews, and good prices on major appliances -
www.ajmadison.com