i'm guessing you're talking about the EA store.
If you are then it takes a couple of mins (maybe more) for things to go through the system. You should get a second email shortly saying you can now download it. It may also take longer if you used paypal or clickbuy (or whatever its called!).
Just done it via credit card, funny thing is the first email says its ready to preload but ive checked in ea dload manager and its not showed up there either.
Waiting game it seems
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