The measurement of heavy flavor production in relativistic heavy ion collisions is both an extreme experimental challenge and rich with physics information. Final state effects, such as heavy quark energy loss in the medium, and nuclear initial state effects can be studied by comparison of their yields and spectra in pp, pA and AA collisions. The semi-leptonic decays of D and B mesons constitute the leading source of non-photonic electrons. Their spectra reflect the level of energy loss the heavy quarks suffer in the hot and dense medium created in heavy ion collisions at RHIC energies. STAR data on single electron production in Au+Au collisions at $\sqrt{s_{NN}}$=200 GeV are presented for transverse momenta from 1.5 GeV/$c$ up to 10 GeV/$c$ for different centralities. Comparisons between p+p, d+Au, and Au+Au collisions ($R_{AA}$, $R_{CP}$) are presented in order to infer information about in-medium modifications of heavy quarks.