Ty again Retro72 for posting and clarifying that in case of need (a.k.a. if lacking an "easy" solution for refund) we should reach out to the UK Citizens Advice Bureau, fill out the form in your post and submit it.
No problem.
If I were in your situation I would write Alpha an email explaining that you are not a business and have bought the product as a consumer. Therefore under the Distance Selling Regulations 2000 you are entitled to cancel at any time up until 7 days after receipt of the item, for a full refund without penalty.
I would also state that you will be issuing proceedings with the UK small claims court and passing all the relevant data on to the Citizens Advice Bureau and Trading Standards if you have not received a satisfactory response and restitution within 7 days.
You can file small claims court proceedings online here:
https://www.moneyclaim.gov.uk/web/mcol/welcomeMoney claim online can be used by people living outside the UK but you will need a UK address. Fortunately you can use a service address. More information about money claim can be found here:
http://www.inbrief.co.uk/preparing-for-trial/problems-with-small-claims.htmSmall claims can be heard in absence and the fees are very reasonable and can be found here:
http://hmctsformfinder.justice.gov.uk/courtfinder/forms/ex050-eng.pdfA small claim may be the fastest way of getting your money if you do not have CC protection. Most are not disputed so the awards are given fairly quickly.
Hope this helps.