Assuming I have an Amazon product URL like so
http://www.amazon.com/Kindle-Wireless-Reading-Display-Generation/dp/B0015T963C/ref=amb_link_86123711_2?pf_rd_m=ATVP
Actually, the top answer doesn't work if it's something like amazon.com/BlackBerry... (since BlackBerry is also 10 characters).
One workaround (assuming the ASIN is always capitalized, as it always is when taken from Amazon) is (in Ruby):
url.match("/([A-Z0-9]{10})")
I've found it to work on thousands of URLs.