It basically comes from calculus (or more generally just the mathematics of change).
If you have a quantity that is a product $z=x\cdot y$, then the change in this value based on the change of $x$ and $y$ is$^*$ $\Delta z=x\Delta y+y\Delta x$. So then it is straightforward that
$$\frac{\Delta z}{z}=\frac{x\Delta y+y\Delta x}{xy}=\frac{\Delta x}{x}+\frac{\Delta y}{y}$$
The reason you don't use absolute uncertainty or multiply the relative uncertainties is the same reason why $(a+b)^2\neq a^2+b^2$. It's just not the result you get when you do the math.
$^*$We are neglecting the term $\Delta x\cdot\Delta y$ in $\Delta z$, since ideally $\Delta x<x$ and $\Delta y<y$ to the extent that $\Delta x\cdot\Delta y\ll xy$ such that $\Delta x\Delta y/xy$ is much less than both $\Delta x/x$ and $\Delta y/y$.