when you turn on the ign you WILL hear the pump kick in for a few secs , i guess this primes it, it then stops untill you start the engine , it does on mine.
i had this problem where the noise of the pump wasnt heard when i turned the ign on,
i put a battery on the fuel pump to test it that worked fine
i changed the pump relay (not that either) ,
i then checked for spark and nothing
so played with the tdc wire at aei end and all other wires at the aei made sure they were all in properly inc the king lead then it worked ,
turns out if the aei doesnt receive a signal from something else then it wont send power to the fuel pump relay which turns on the fuel pump .
there is a thread on this somewhere i will have a search ,, good luck