This error can appear when you try to activate Office that's pre-installed on a new device but hasn't been updated to recognize Office 2019 product keys.
If you're using a new Office 2019 product key, here are two ways to fix this issue:
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Update Office using the steps in Install Office updates and then try again
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Install Office 2019 using the steps in Download and install or reinstall Office on a PC or Mac
This message can also appear when Microsoft 365 apps are pre-installed with your new device, but the Office products you own don't include the same apps. For example:
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Outlook isn't included with Office Home & Student
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Publisher isn't included with Office Home & Business
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Access isn't included with Office Home & Student or Office Home & Business
If you want to use an Office app that's not included with the Office products you own, here are some options:
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Buy the individual app from the Microsoft Store
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Upgrade to Microsoft 365 or start a Microsoft 365 trial