When I think pepper I think green peppers, red peppers, yellow & orange peppers, peppercorns, white pepper, not "HOT" to most people.
When I think chile, I think chili powder, and that section of spicey chiles in the produce aisle. Just me. I think it's about marketing and the area you are in. Like Hellman's and Best Foods Mayo. Same company, same mayo, different name in different areas.
I've only bought chipotle peppers in a can, and they were very strong. Both very hot and very smokey. Great, but you don't need too much. I put them on a piece of waxed paper and froze them, them put them in a baggie and used them sparingly.