There's no need for a regexp, just do:
var element = this.get(0);
element.href += 'string_to_be_appended';
e.g.
elementthis.href += '&preroll=' + encodeURIComponent(Kdp3State.preroll);
Note the use of encodeURIComponent to ensure that any special characters (+, %, etc) in the resulting URI are correctly encoded.