A fully quantum treatment of Einstein's Brownian motion is given, stressing in particular the role played by the two original requirements of translational invariance and connection between dynamics of the Brownian particle and atomic nature of the medium. The former leads to a clearcut relationship with a generator of translation-covariant quantum-dynamical semi-groups recently characterized by Holevo, the latter to a formulation of the fluctuation-dissipation theorem in terms of the dynamic structure factor, a two-point correlation function introduced in seminal work by Van Hove, directly related to density fluctuations in the medium and therefore to its atomistic, discrete nature. A microphysical expression for the generally temperature dependent friction coefficient is given in terms of the dynamic structure factor and of the interaction potential describing the single collisions. A comparison with the Caldeira-Leggett model is drawn, especially in view of the requirement of translational invariance, further characterizing general structures of reduced dynamics arising in the presence of symmetry under translations.