Is this a cheeky thing to do..or is it expected. (distant selling laws)?

I am interested in buying a TV from amazon.co.uk but im torn between three of them. ive read many mixed reviews on all the TVS i am interested in. The tvs aren't displayed any where local so i cant really check it. So what i was planning on doing is buying the tv from amazon that i like the look of the most and see what its like. If it doesn't meet my expectations ill send it back and buy my second choice.. if once again it still isn't good buy the 3rd., Once again if that isnt much cop send it back and get a refund. Is this a bit 'cheeky' sending back three tvs and will amazon get a bit pissy and refuse a refund. I know by law they have to by law accept it before the 7 days are up..but is 3 tvs taking the micky?