Did you log in with a microsoft account ? Doing so sometimes attach the key to said account and sometimes is interpreted as retail.
Check Settings / Update and Recovery / Activation.
If it says the key is tied to a Microsoft account, could be that.
Few year ago I bought 10 MSI Laptops with Quadro GPU, sold without Windows and with FreeDOS OS. Guess what, a functional W10 OEM Key was still tied to the MOBO, and whith a fresh GPT install, they activated just fine. Licencing works in mysterious ways.