Thanks for the replies but I'm talking about on road ride. This Jeep is her daily driver and it rides worse than my twelve year old 3/4 ton diesel work truck with an empty bed. Will probably try the Bilsteins and see if that doesn't help.
As noted above try adjusting the tire air pressure first (its cheapest); note the pressure on the tire sidewall is for carrying the maximum load and most folks will reduce this since they never fully loads the tires. You might try contacting the tire maker to see if they can provide a load table of tire pressures vs. load for your tires this would give you additional guidance, if you can get it.
Hopefully no one has put a spring lift on your vehicle (some ride ok but most increase the spring rate thereby increasing ride harshness)... in any case stay away from "Heavy duty" shocks if looking for improved ride. You want a shock that is matched to the spring rate of the vehicle to get the best compromise between a floaty (under damped) ride and one that is too hard (over damped).
If by some chance you have an aftermarket lift installed you may have to contact the lift manufacturer to find out the new spring rate (IF they will even tell you); then contact the shock manufacturer to find the best riding shocks for that rate on your vehicle (the spring rates will normally vary between the front and rear).
Just trying shocks trying to find an acceptable ride, with an unknown spring rate, will likely lead to frustration; a better potential solution would be to try some adjustable shocks and adjust them for the best ride..
Enjoy!