Also look in the babies mouth, inside cheeks and tongue, see if any white patches or spots are in there...If so it's thrush. Both you and baby would need to get treated. It's very common.
If in fact it is a bad latch you can get nipple guards and it'll correct the problem.
Get sum Earth Mama Angel Baby nipple butter it is the best thing ive ever tried after having breastfed 3 girls i found it a lot better than lanolin...not as waxy feeling on the nipples either.
Is it possibly a bad latch?
Put lanolin on ur nipples to help alleviate any discomfort u experience after breastfeeding. it helps.