Note that each product has a unique identity,
which the Store assigns.

If the package is being built manually,
you have to include its identity details
manually during the packaging.
The essential information can be retrieved
from the Partner Center using the following instructions:

In the Partner Center, navigate to the application.

Select Product management.

Retrieve the package identity name, publisher,
and publisher display name by clicking Product identity.

After manually packaging the application,
manually submit it to the
Microsoft Partner Center.
You can do this by creating a new submission,
navigating to Packages,
and uploading the created application package.

Continuous deployment

In addition to manually creating and deploying the package,
you can automate the build, package, versioning,
and deployment process using CI/CD tooling after having submitted
the application to the Microsoft Store for the first time.

Codemagic CI/CD