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Microsoft has moved to a new activation method in Windows 8 which means you won’t find the typical COA sticker (Certificate of Authenticity) on the back or bottom of your machine. Instead, the Windows license serial is part of the BIOS/UEFI, which Windows will automatically pull from the chip upon the first installation as well as subsequent reinstalls (i.e. when you perform a full Windows 8 recovery). If that, for whatever reason, doesn’t work, you can easily retrieve the product key from Windows 8 using Magical Jellybean’s Keyfinder.