Need help transferring Window 10 retail digital licence to new PC

[Microsoft Windows]

I have an old PC with a retail windows 10 home licence which is digitally linked to my MS account. This is an upgrade from windows 7 originally. I've installed Windows 10 home on a new PC. I run the activation troubleshooter and select 'I recently changed hardware on this device'. It says unable to activate windows, we can’t find any devices linked to your Microsoft account that can be used to reactivate the device that you’re using at the moment.I thought I could transfer my licence over. Any idea what I'm doing wrong or anything else I could try?

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