By design, when the key is turned to the ON position, the fuel pump should run for approximately 2 seconds.
If you do NOT hear the pump energize and run when you do that, you either have a problem with control electronics or the fuel pump itself.
For starters, I would go under the hood to the power distribution center (black box on the passenger side) and swap the fuel pump relay with another relay just to be sure the problem isn't relay related. These relays are all of the same part number, so swapping them is not an issue.
99 Cherokee, 4.0 AW4, NP242
Past Jeeps: 49 Willys, 81 Scrambler, 88 Comanche
Without "data", all you have is an opinion!