Amazon Emmy ambitions were on display this week, as the Seattle giant showed again that it's willing to spend big bucks to grab high profile awards, part of a quality strategy to draw new customers and keep others paying $99 a year for its Prime membership service.In February, Amazon's "Manchester by the Sea" won the e-commerce king's first two Oscars. A month earlier, "Manchester's" Casey Affleck and "Goliath's" Billy Bob Thornton picked up Golden Globes.Now it's Amazon Emmy season, as TV Academy voters sift through hundreds of shows on broadcast, cable and digital networks for the first round of voting to pick  nominees for the Primetime awards later this year.To push 10 of its shows, Amazon took over the historic Hollywood Athletic Club on Sunset Boulevard in Los Angeles, outfitting a series of the sprawling club's rooms on two floors with costumes, sets, furnishings and much more.A Monday-night opening party featured many of the service's biggest stars and creators, with successive evenings featuring screenings and panel discussions in the club's former gym. Below are photos from the Monday night party.