The command to execute Odoo 10.0 from the command line with a package install on Ubuntu is simply

ubuntu@ip-192-168-xxx-xxx:~$ odoo

but the command must be executed as the user odoo which was set up by the package installer as non-shell non-login user for security reasons.

In order to execute the command odoo as the odoo user, use the following command with your regular Ubuntu user from anywhere (the first odoo is the user odoo, the second odoo is the command odoo):

ubuntu@ip-192-168-xxx-xxx:~$ sudo -H -u odoo odoo 

Use any command line option you like as described in the documentation, for example:

ubuntu@ip-192-168-xxx-xxx:~$ sudo -H -u odoo odoo -c /etc/odoo/odoo.conf -u all

Enjoy!

Cost me quite some efforts to find out, so I thought to share it for other desparate non-Linux-professionals :-)