Did you fill out the Form on the AMD website that is on the card. The code on the card goes into the AMD website, and then they *email* you the code for Uplay (or steam, or whatever, in the case of other games). If you didn't fill out the form on the AMD website, do that. If you did and you didn't get an email, check your spam folders. If it isn't there, email AMD directly and they will resend the key. (I had to have them do that once for Shogun 2 - whatever email setup they use is poorly configured and doesn't work at all with greylisting/doesn't retry on failure)
thanks! so, i'll just wait for the GPU to come.