Some of mine will be repeats from the lists of others above (but if it is good, it is good and bears repeating). Others will show my own idiosyncrasies. (Also -- fair warning -- I'm one of those ELCA Lutherans.

) Anyway, here goes:
1. The Small Catechism.
Because. It was the original writing for Lutheran laity. Read it often. It's simplicity is deceiving; you will never reach the end of exploring its depths.
2. The Book of Concord (Kolb/Wengert edition). The laity should not be frightened off from this! Begin with the two catechisms, the Small and then the Large. (You really get a sense of Luther's personality, as well as his faith and thinking.) Then go to the Augsburg Confession. It is THE essential Lutheran writing.
3. Luther the Reformer, by Kittelson. Still one of the best biographies on Luther and very readable for laity. (And I haven't read it yet, but one might take a look at "October 31, 1517: Martin Luther and the Day that Changed the World," by Martin Marty. I think this may be a good way to understand just what the posting of the 95 Theses meant, then and now, and should be approachable for laity. At least, I hope so.)
4. Lutheran Questions, Lutheran Answers. Also by Martin Marty. Very approachable for laity. Good questions, even if not all Lutherans will totally agree with his answers.

5. Lutheran Identity: A Classical Understanding. Frank Senn. The paperback might be out of print, though it is available as an ebook, andf of course there are ways to get it in good used condition. Written for laypeople, Senn lays out what is at the heart of the Lutheran expression of the Christian faith and life.
6. Giants in the Earth. Written by O. E. Rolvaag, this novel is the first in a trilogy about a Norweigian family that emigrates to Dakota Territory (about 40 miles north of modern day Sioux Falls), and explores through fiction what happens when Scandinavian Lutherans come to a new and very foreign land. While the first volume is the best known, I strongly recommend also reading the second book in the trilogy, "Peder Victorious," which continues the story into the second generation. It is particularly good at describing the difficulties for some when it becomes necessary to translate the Lutheran church experience into English.
7. Babette's Feast. This novella by Isak Dinesen is a masterpiece, and while the sisters and their community (who provide a refuge and a home for Babette) are clearly a small (and getting smaller!) sect of Lutheranism, this story of generosity, strained community, and gratitude is a parable about grace and living in gratitude for salvation received. Read the story, and then see the excellent movie. (And the movie is great for the visuals of the preparation of lutefisk, starting with pulling the dried out board-stiff cod off of the line! Babette is so gifted as a cook that she can make the stuff something the poor and infirm look forward to receiving.)
8. Betrayal: German Churches and the Holocaust. Edited by Robert Ericksen and Susannah Heschel. Ericksen also wrote "Theologians Under Hitler," which deals with 3 Protestant German theologians, including the Lutheran Paul Althaus, who either compromised with Hitler's version of "German Christianity" under the Third Reich or totally supported it, and contrasts them with several (including Barth and Bonhoeffer) who rejected Hitler's heresy. "Betrayal" is a series of essays about what happened during the Nazi years in Germany with the church, both Protestant (Lutheran and Reformed) and Catholic, and the overwhelming failure of the Protestant Church in Germany to oppose Hitler's program against the Jews. Sadly, Bonhoeffer, Niemoeller and others were in the minority. This is a tragic part of Lutheran history, and a cautionary tale for the rest of us.
9. Fools for Christ: Essays on the True, the Good, and the Beautiful; Impressions of Kierkegaard, Paul, Dostoevsky, Luther, Nietzsche, Bach. Jaroslav Pelikan wrote this very early in his career (1955), but it holds up as an exploration of the Holy in the lives of these men. True, only 4 are Lutheran (or of Lutheran heritage), though I think Lutherans think of St. Paul as an "honorary" Lutheran! But this not only gives insight into these men from a Lutheran perspective, it also gets us reading about Bach. (And if one wants to take it on, Pelikan's "Bach Among the Theologians" is wonderful. Bach may indeed be the greatest theological interpreter of Lutheran Christianity of them all.)
10. Either the Lutheran Book of Worship, or the Lutheran Service Book. Every layperson NEEDS a worship book, the hymnal, because faith isn't primarily what we think about God, it is how we live and worship in and with the Body of Christ. Both of these books contain the creeds, prayers, hymns, psalms, a schedule/lectionary for daily Bible reading as well as the lectionary for Sundays of the church year, and much, much more. (And yes, I recommend the LBW, rather than the ELW. All human resources, including the best of the worship books, have limitations and issues; for me, the ELW has more issues -- my word -- than most, and I am just too uncomfortable with it to recommend it.) Other prayer and devotional books are great (I love "For All the Saints"), but the hymnal takes priority.
11. Yes, I know you asked for ten. Well, this is a bonus book! "Martin Luther's Basic Theological Writings," edited by Timothy Lull, provides writings of Luther that are truly basic. Everything that Luther wrote (and he wrote
a lot) is not dogma for Lutherans; but his influence on Lutherans and Lutheran thinking and belief, not to mention his influence beyond the church, is so great that it is helpful to get a sense of the breadth of his writing. Luther was not a systematic theologian; most of what he wrote was to respond to issues and situations around him. This gives a good sense of that, as well as how he both developed and changed in his thinking through his life. This book has been revised over the years since it first was published; if one has room for one more book I strongly recommend this one after the first ten on my list.
And while it doesn't make my list, my personal favorite in short devotional books: "The Road Back to God," by O. P. Kretzmann.