When I upgraded I saw at lot of probably dodgy cheap keys being sold, even via Amazon & Co (some users claimed the received key works, some other say it didn't) ... which made me wonder how Amazon/Microsoft allow that ...
Anyway, I needed a fast & definite & of course legal way to upgrade so I stopped researching and ended up buying from microsoft store app but not getting the $99 upgrade (was more like double which may just be the European price, maybe a payback for all the hard time the EU has given MS) ... enter credit card, the next moment your machine is win10 pro ...