Four years into his 12-year career chapter at Amazon, Hetu Patel was appointed Finance Director for Prime—a role he credits with opening his eyes to strategic finance. In the days ahead Patel would be handed a milestone assignment, where he worked on a groundbreaking framework attributing the total value of Prime membership to each bundled benefit: video, music, books, and fast shipping. Collaborating with economics and business teams, he quantified how each offering affected purchase behavior and membership renewals, “Patel tells us.” This data-driven approach ultimately informed billions in investment decisions, illustrating how finance could reshape strategy, boost decision-making speed, and deliver transformative impact.

Patel’s nearly 12-year tenure at Amazon exposed him to operations, retail category development, and even a general manager role, sharpening his analytical skills and broadening his perspective on enterprise-wide connectivity. “Improving the quality and speed of decision-making is the most important role of finance,” Patel tells us. This belief guided him into his subsequent position as CFO at Imperfect Foods, where he further honed board relations, fundraising, and M&A capabilities.

Today, Patel channels these cross-functional experiences into his role as CFO of Thrive Market, combining rigorous long-term planning with a mission-driven focus on healthy, sustainable living. Drawing on lessons from Amazon’s culture of data-centricity, Patel emphasizes strategic foresight and clear performance metrics to guide decision-making.