The Spanish striker is believed to be 48 hours away from leaving Real Madrid behind, although the Blancos will retain a buyback option
The 21-year-old has been linked with a move from the Santiago Bernabeu all summer and it seems that the Bianconeri have won the race to prize him away from La Liga.
There were initial concerns that the resignation of Juventus coach Antonio Conte and the arrival of former AC Milan boss Massimiliano Allegri could have scuppered the deal, but those fears have proved unfounded.
Morata wants regular football in 2014-15 - something Carlo Ancelotti is unable to guarantee him due to the number of attacking options at his disposal, especially as James Rodriguez will be brought on board should Monaco accept a bid from the Blancos.
The European giants have settled on an €18m fee for the Spain Under-21 international and Morata's agents were at the Santiago Bernabeu on Friday to force the transfer through, with the agreement to include a buyback option for Madrid.
The young forward is expected to be on a plane to Italy to put pen to paper on a contract within 48 hours and will be Allegri's first signing as Juventus coach.
Morata will be the latest player to be ushered out of Madrid's doors following Denis Cheryshev's loan move to Villarreal, with Angel Di Maria, Isco and Sami Khedira also rumoured to be up for auction this summer.