Jeep Wrangler fuel pump

I have to crank the engine in my Wrangler for a while before starting. Pressure comes up to 50psi, but drops to 10-15 in seconds after cranking. Any advice on replacing pump? Is a Master brand at $286 with strainer any better or worse than a Bosch at $226 (both from Autozone)?

http://www.jeepforum.com/forum/showthread.php?t=138580&highlight=fuel
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Dale

Very helpful. I'll check into pump pricing. Is there a gasket that needs to be purchased separately?

thanks.