Yes, sometimes a latch needs some work (contact a Lactation Consultant for that) but it’s completely normal for even the best latched babe to cause a new mami some pain; not just discomfort, but toe-curling, silent scream pain. After giving birth to Emma, she wanted to nurse a lot. All I had was colostrum, of course, but she would nurse for 45 minutes at a time! I have pretty sensitive nipples but, from what I hear from other moms, pain during the first couple of weeks (minimum!) while the nipples toughen up is totally normal. I had significant pain until Emma was exactly six weeks old. Then, it was like something clicked and breastfeeding felt comfortable.
