Problem with Windows Activation

I had bought Windows via store so I have a digital license tied to my Microsoft account.

Today I built a new pc and the license doesn't activate on the new pc. It's same Microsoft account and Windows version (W10 Pro). Troubleshoot doesn't show option for my current device, but old one shows ok. I tried unlinking old one, now neither shows up. Anyone knwos what's going on and how to fix it?

Berton said:

The license for Windows installs allows only one computer at a time, the OEM has it tied that computer it came with but the Retail can be moved to a different computer but not both at the same time. Other Microsoft software has different license rules such as for Office.

Is there no way to move it over to the new pc? Maybe I wasn't clear, I want to have it to the new pc.

Paul Black said:

Hello @yuki987,
Welcome to TenForums.

 License Types and Rules

MS offers Win 10 Licenses in many channels governed by different rules, but for most users, you can only acquire a License through the OEM [ Original Equipment Manufacturer ] or Retail channel.

An OEM License refers to the License that a manufacturer installs on new devices. If this is your case, the Product Key is NOT transferable, and you can NOT use it to Activate another installation [ unless you are re-activating a new installation on the same computer ].

A Retail License refers to the License that you acquire when purchasing a copy of Win 10 from your local store or an online retailer [ such as from MS or Amazon for example ]. If you have a Win 10 Retail License, you CAN transfer the Product Key to another computer, as long as you DEACTIVATE the Product Key on the other computer.

A Volume License is designed for large Businesses, Education, and Government. Usually, a Volume License allows organizations to use one master Product Key to Activate ANY installation of Win 10. Although you can use this License multiple times on different computers, you can NOT transfer it with the device when the system ownership changes, and you are NOT allowed to use the License to Activate devices that are NOT part of the Organization.

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I hope this helps.

Mine should be a retail then since I bought it via MS store. In fact what I did was to just install Windows on the new pc and log in. Should I do "slmgr /upk" and "slmgr /cpky" on current one, then re-install again on my new pc? Would this work?

If you go back to the MS Store, logged into the Microsoft Account, what does it say there for Windows 10 Pro?

Also, you should never deactivate Windows 10 on the old computer when the digital license is linked to your Microsoft Account before you activate the new computer. You don't want the old computer to be removed from your Microsoft Account device list because then you can't transfer the digital license to the new computer through your Microsoft Account.

NavyLCDR said:

If you go back to the MS Store, logged into the Microsoft Account, what does it say there for Windows 10 Pro?

Also, you should never deactivate Windows 10 on the old computer when the digital license is linked to your Microsoft Account before you activate the new computer. You don't want the old computer to be removed from your Microsoft Account device list because then you can't transfer the digital license to the new computer through your Microsoft Account.

It only shows option to buy W10 again or to use a product key. If deactivating it is bad, should I only try to re-install it again?