New
#31
It says right on the download site,
https://www.microsoft.com/en-us/soft...nload/windows7Follow these steps to download Windows 7
This product requires a valid product activation key for download. Enter the 25 character product key that came with your product purchase in the field below. Your product key is located inside the box that the Windows DVD came in, on the DVD or in a confirmation e-mail that shows you purchased Windows.
Which seems to point clearly at a retail service.