Windows 8.1 and Windows 10
The product key is located inside the product packaging, on the receipt or confirmation page for a digital purchase or in a confirmation e-mail that shows you purchased Windows. If you purchased a digital copy from Microsoft Store, you can locate your product key in your Account under Digital Content.
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The most common issue is the use of a product key for a product not currently supported by the site such as an Upgrade key, an MSDN key, product keys for pre-installed media or an Enterprise edition key. For access to MSDN products or Enterprise edition visit the MSDN Portal or the Volume Licensing Service Center. Upgrades and pre-installed media are not currently supported by the tools on the site.
If you believe you have a valid product key and are still receiving an error, please contact Support.
After the download has completed, go to the location that you saved the file at and double click on the new icon to start the installation.
Information about your options to view and transact your contracts online can be found here.