He mentioned reading through the process in the manual in the first post AND posted the text and images in his second one. Apparently the 990 is "self-bleeding/priming" and doesn't have a traditional priming procedure.
The fuel filter needs to be filled to the top with fuel when you replace it... the pump will probably not prime through air, though it will purge small amounts once it's running.
Fill the bowl completely with fuel and try again. If not, you may need to bleed the system, which may involve disconnecting the fuel injector lines at the injectors.
Remove the fuel line going "into" the filter from the tank,
let it hang and see if fuel drips from it.