Fitzhugh, ed., Vikings: The North Atlantic Saga is a great place to start. It doesn't include the Rus' and focuses quite a lot on Iceland but is relatively inexpensive and wonderfully illustrated.

The sacred texts archive has English translations and some modern re-tellings of the Icelandic Sagas and Eddas, with explanatory notes.

http://www.sacred-texts.com/neu/ice/index.htm

I also recommend very strongly the BBC documentary series on the Vikings that Neil Oliver presented, it's from 2012, I've seen it on line before but can't find a link at present. It goes in to quite a lot of depth in elucidating how their culture evolved over time from establishment to eventually adopting Christianity and how the nuts and bolts aspects of their civilisation such as their extensive trade networks, functioned.

The Age of Vikings by Peter Sawyer is excellent. I also really enjoyed The Vikings by Gwyn Jones as the hardcover edition is just stunning.

The Penguin Historical Atlas of the Vikings has been highly recommended as a primer. I've not read it myself.

I'm currently about 20% through Stefan Brink/Neil Price's The Viking World, which is a compilation of articles and translations concerning recent scholarship on the Vikings, organized into thematic chapters. It's big, it's heavy, it's somewhat pricey and not pop-history, but if you want to dive in you should probably try that.

My primary interest is the religious experience of the pre-Christian Norse. I've read H. R. Ellis Davidson's Gods and Myths of Northern Europe (recommended, though I found myself wanting more - especially something containing scholarship since 1965) for that, alongside Rudolf Simek's Dictionary of Northern Mythology (also good if you like religious-mythological topics and want a quick overview of a given term or thing, but I feel I'd get more out of it if I had its many references on hand), along with translations of primary source stuff, and The Poetic Edda: Essays on Old Norse Mythology compiled by Acker and Larrington (another compilation of articles, but concerned solely with religious and literary analysis, more literary than mythical, I think - I wouldn't recommend it unless it's already your specific topic of interest). I have a few more on the queue after I get through The Viking World.

This old post has some options. A few of them are on my queue. I haven't checked out any of the historical fiction or documentaries mentioned, except that Secrets of the Viking Sword one by Nova, which is trash.