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Amazon would probably do best by implementing a "return book" button that pops up a disclaimer: "Warning: Amazon allows legitimate returns of eBooks. But returning too many books, or returning a book after you have read it, will result in your Amazon account being canceled, without recourse. Contact an Amazon representative if you would like to review your return history." Then pop up a new required-to-continue button that says "I understand". And if someone clicks past that disclaimer, they are presented with a mandatory text box labeled "Please tell us specifically why you are returning this book." No drop-down with a selection of reasons - the returner would have to manually type in their reason.
The disclaimer should not define what "legitimate", or "too many", or "after you have read it" mean. And it shouldn't tell people specifically how to "contact an Amazon representative".
Now, Amazon's policy behind the scenes could actually be to allow any return at any time, but after reading the disclaimer most people probably wouldn't continue with the return unless it was really, really justified. And they'd always have the question in the back of their mind, "Will my next return be the straw that breaks the camel's back?"
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