Yes, I have the worst sore nipples for the first month of breastfeeding with both my babies. Lanolin cream (I like lansinoh’s) put it on after every feeding and more if you think about it. Also if it’s bad nipple shields are great to wear in between feedings if you don’t want anything to rub against them. It will get better!
They say you can put ice on them before feedings so they won’t hurt as much but I’ve never tried it. I pumped for like a day on the one side and had him latch a few times and it helped it heal faster