Thanks again Fermanator
Went to the auto parts store and bought a replacement O'ring. The sleeve on my pump doesn't appear to be pressed in the end cap, it looks very smoth as in a new part. Its hard to tell by looking at the pics, however if the sleve was pressed in the cap originally, I believe the wall would be rough, true?
Here's a couple more pics:
Is it normal for fuel to leak thru the picton orifice when I prime the bulb? (bottom picture)