The pump you bought has a brushless motor in it, brushless motors (BLDC) can not simply be driven off a DC voltage.
They have 3 phases and need some sort of controller to run, the controller is driven by the input voltage, so if you try to regulate the pump with PWM, the controller has not enough time to power on, and the motor wont run.
You could try very slow PWM (1-2Hz) or use a pump with a controller that has a speed control or (if you find any) use a brushed DC motor pump.