The Spaniard has hit the ground running since joining Chelsea, scoring six goals in as many league games for the Blues.
Morata proved he is cut out for the Premier League when netting a hat-trick against a physical Stoke City side on Saturday.
But Chelsea manager Antonio Conte says this is the striker's time to push on and prove just how good he is.
Speaking ahead of Chelsea's clash with Atletico Madrid on Wednesday, Conte told Chelsea's official website: "Don't forget his previous experience.
"He didn't play a lot with Juventus and Real Madrid but now he has a great chance to show that he is a really good striker, a fantastic striker.
"He's very young, only 24 years, and I think this is important for Chelsea.
"I think now he's involved totally in our style of football, in our idea. He's very strong and he showed he's a really good, complete player.
"He adapted very well to this league but now he has to continue to work and improve because he's only starting."
Morata is likely to face a frosty reception upon his visit to the Wanda Metropolitano, having played for Atletico's rivals Real Madrid.
And Conte knows his side will also face a tough task on the pitch.
"We have to face a tough game against a team that in the last years played always this competition with good performance and to arrive at the final twice," said the Italian.
"Last season they were beaten by Real Madrid.
"We have to prepare very well for this type of game. For sure it will be a really tough game for us, but we must be excited because last season we didn't play this competition.
"Now we are playing and we have to try to do our best."
Chelsea started their Champions League campaign with a 6-0 thrashing of Qarabag at Stamford Bridge two weeks ago.
Atletico drew 0-0 away at Roma.
