If no hardware was changed, a reset or reinstall normally should not require a new license. Windows activation can fail after a reset if no valid product key is found on the device, or if the installed edition does not match the license.
Recommended steps:
- Open Start > Settings > Update & Security > Activation on Windows 10.
- If Troubleshoot is available, run the Windows Activation troubleshooter. This option is available only when Windows is not activated, and an internet connection is required.
- If Windows asks for a product key and a valid 25-character key is available, select Change product key and enter it.
- If the reset installed a different edition than the one previously licensed, the troubleshooter can detect a valid digital license for a different edition and provide instructions to install the correct edition.
- If activation still fails after troubleshooting, contact customer support.
Relevant activation causes documented for this scenario include:
- Missing product key or digital license.
- A different version of Windows being installed.
- Product key already used on more devices than allowed.
A major hardware change such as a motherboard replacement is the case that commonly breaks activation by losing the hardware match. That does not match this scenario because no hardware was changed.