Touch up paint or pen
 

I ordered the Daytona Grey Pearl kit from Audi Parts Store, through their Amazon storefront. I found that it wasn't a match for my 2018 SQ5 with paint code LZ7S.
I then ordered this kit, which was a perfect match: I actually ordered from the same seller as in the Amazon link, but from his eBay store since it was cheaper. The downside is that it comes from Russia, so shipping takes some time.
In my searches, I found very few resellers of the OEM touch up paint.

I always have the dealer throw one in when I buy a new car--they're great and very easy to use for small chips/scratches, not so great for larger problems (I had a bird crap eat about a half inch wide circle of paint off the hood of my '13, and it looked like I went over it with a magic marker). They cost about $30 if you buy them, which IMO is right there with Audi Connect pricing.

I have used dr colorchip on my dark blue porsche on hood stone chips and it far exceeded my expectations. (and I am hard to please.)

Agreed, much success with Dr Colorchip system and an excellent paint match. However, paint doesn't keep for beyond 12 months or so. Buy only the smallest quantity.