Windows 10: Activation says I have a Windows 10 Home license even though I purchased a Pro license

I purchased a digital copy of Windows 10 Pro from Microsoft store, but it's not activating. I'm getting the "Activate Windows" watermark.I checked my order history and the purchase is there, and it's for pro, not home.I'm signed into the same account on my computer with which I purchased the Pro license.When I run the activation troubleshooter it says "We found a Windows 10 Home digital license for this device running Windows 10 Pro." But the purchase was definitely for Pro.The FAQs say an activation key was included in the email confirming the purchase, but there is no key with the email.This

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Can't activate my Purchased Windows 10 Pro License.

have 2 computers, both running Windows 10 Pro.

The first computer was upgraded for free to Windows 10 Pro from Retail Windows 7 (Pro).

I purchase Windows 10 Pro and license from Windows Online Store.

My first computer shows up as activated. I can't activate my purchased license on my second computer.

I purchase a third license so I could register my second computer. Now my Windows Account Devices, my first computer shows up activated once and my second computer shows up activated twice with numbers I don't recognize. I received my second license number
by email. I never received my third license number but it was activated.

 

Windows 10 upgrade license

Hello guys,

I have 1 license of WIndows 8.1 FPP/retail license. I want to upgrade to WIndows 10, but I one thing is unclear to me.
If I upgrade, will WIndows 10 license be retail or it will "turn" into some sort of OEM license?

I ask this because I upgrade my PC, you know, more memory, replace HDD, and I intend to upgrade the MB and CPU to Kaby Lake platform sometime in the future, (and of course sell the replaced hardware)
This thing is not clearly mentioned anywhere.

Thank you.

 

Where to purchase a Windows 10 license for a custom built PC?

Maybe they didn't have it when you looked earlier, but the Microsoft Store now lists a downloadable Win 10 Pro for purchase:

Windows 10 Pro: Upgrade or Purchase - Microsoft Store

This is for the USA. It may be available from your country. (Or not.)