This should do it:

https://www.microsoft.com/en-us/software-download/windows10s...

They've had similar tools since at least Windows 7 IIRC, if not XP - you've just always had to download them separately, and they've never been advertised with much enthusiasm. Probably trying to strike a balance between pleasing power-users and keeping the bundled-bloatware ecosystem happy, seeing as MS benefit financially from both.

Interesting, I will try this on my laptop this week and will report if it will work.

Can't you just download a pristine Windows 10 ISO from Microsoft's website and install from that? I've done that on my Dell Precision and it works great.

You can! Just make sure it's the exact same edition and language that came with the laptop. It will just pick up the OEM key from the ACPI table.

The problem is that if it's not the same edition as is pre-installed you will lose your OEM license.

Microsoft released a tool[0] that does exactly that

[0]: https://www.microsoft.com/en-us/software-download/windows10s...

Uh, yes you can. Couple weeks ago I reset my Windows 10 MSI laptop to a clean state using nothing but Windows itself. Somewhere in Windows 10 restore options there's an option to format your HD and install only Windows and nothing else. You don't need a DVD nor a USB drive. A click of a button and off you go.

Didn't work for me.

For instances where it's not worth the time to reformat, I've always liked PC Decrapifier. Hard to forget the name once you've heard it :D

https://www.pcdecrapifier.com/

Yes, that was the point of the "Signature Windows" series laptops, which looked promising but didn't seem to actually go anywhere...