The Activation in Windows 10 site also has 5 additional sections that cover these situations and others in more detail:

• Activating a new installation of Windows 10
• Activating after reinstalling Windows 10
• Activating Windows 10 Pro after upgrade from Windows 7 or 8.1, Windows 10 Home
• Activating the latest Windows 10 Insider Preview
• Activating Windows 10 after a hardware configuration change
• Shipping : Deliveries are generally completed instantly. Your activation key will be sent directly to the email address associated with your purchase.
• Brand New: This product includes a brand new unused Windows 10 Professional 32/64 bits legitimate genuine Retail Key that can be used to activate on the Microsoft Store in any region.