Unfortunately, the retail key was sent per mail together with an installation CD, so I only have a printout. But I tried so many times, I'm really confident that there was no mistyping. I also asked the retailer if it might be no Pro key, but they told me that it is, and that problems with upgrade from Win7 Home to Win10 Pro are well known (but not their business).
The default pro key was "copy-pasted" and did not work. What I did in detail: I went to the "activation" mask, selected "Change Product Key" and pasted the VK7JG-NPHTM-C97JM-9MPGT-3V66T key. After <Continue>, Windows seems to start the upgrade, but one second later the following message appears (translation from German):
"Your edition cannot get updated
For your Windows edition, no upgrade can be executed. Try again to update your Windows edition (0xc03f6506)".
On the activation mask, below the "Go to store" and "Change Product Key" links , I read the following message:
"the last product key entered (ID:00330-80000-00000-AA328) can not be used for this Windows copy". This is definitely no number I ever entered. Windows10 activated on its own "by a digital key" after installation.
Some ideas?