Preheat the oven: Set to 375°F (190°C). Line a rimmed baking sheet with foil and place a wire rack on top for even airflow.
Lightly oil the rack.
Pat the chicken dry: Use paper towels to remove surface moisture. This helps the seasoning stick and promotes browning.
Season the chicken: In a small bowl, mix salt, pepper, smoked paprika, garlic powder, onion powder, and cayenne. Rub chicken with avocado oil, then coat evenly with the spice mix.
Make the BBQ sauce: In a saucepan over medium heat, whisk tomato sauce, tomato paste, vinegar, sweetener, Worcestershire, liquid smoke, Dijon, smoked paprika, garlic powder, onion powder, salt, pepper, and red pepper flakes.
Simmer 6–8 minutes until slightly thickened. Taste and adjust sweetness or tang.
Bake the chicken: Arrange chicken on the rack, skin side up. Bake for 25 minutes if using bone-in thighs (18–20 minutes for boneless).
Baste generously: Brush the chicken with BBQ sauce, coating all sides.
Reserve some sauce for finishing.
Finish baking: Return to the oven for 10–15 minutes, until the internal temperature reaches 165°F (74°C) and juices run clear. For extra caramelization, broil on high for 2–3 minutes at the end. Watch closely.
Rest and glaze: Let chicken rest 5 minutes.
Brush with a final layer of warmed sauce for that glossy, sticky finish.
Serve: Pair with cauliflower mash, a crisp slaw, or grilled zucchini. Spoon extra sauce on the side.