Instead of gawk, I would recommend using gnu sed for this:
$ s="http://www.example.com/product/9896341.html?utm_source=google&utm_medium=VRM&utm_campaign=N&cid=vizuryjz&utm_content=&color=red&pid=9896341"
$ sed -r 's/utm_source=[^&]+//' <<<"$s"
http://www.shopin.net/product/9896341.html?&utm_medium=VRM&utm_campaign=N&cid=vizuryjz&utm_content=&color=red&pid=9896341
This deletes utm_source=
followed by anything up to the next ampersand.
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solved regular expression to remove string following [closed]