I'm using a pump that looks identical to that. It came with my Pro-Flo EFI. Mine is very quiet, I don't hear it at all. Do you have a filter at the inlet? When I first installed it, I didn't have a filter at the inlet, only after. It started to get quit noisy, and then died. This was after about 30 miles of driving. When I replaced it I installed an inline filter before it and has been running quietly ever since.