Do you still have the old Parallels installation showing on you account and does that account also show the licence in Purchase History.
You should try the activation troubleshooter and select I changed hardware if you still have the old parallels system showing on your account.
If you don't have it shown in your account then you will need to contact Microsoft Support directly to see if they can help.
Use the Get Help app in windows and search the phrase billing then select Contact Support at the bottom of the window. There will be a couple more filters to select then you should see Chat with a support agent in your web browser.