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A poor latch. Nipple pain caused by a poor latch is usually immediate and often subsides during feeding. It is also extremely common. Getting the right latch should start right from a baby's first feeding. A new mom should ask her caregiver to place her baby on her stomach as soon as she's born.
However, if you have sore, cracked and bleeding nipples due to breastfeeding, it's something you need to put right. Breastfeeding shouldn't hurt, and there's no need for you to suffer. Cracked or bleeding nipples nearly always happen because a baby isn't latching on to the breast well. If your baby can't take a large enough mouthful of breast tissue when he latches on, your nipple may become squashed between your baby's tongue and his hard palate.