Baby is probably latched on wrong. But there is the lanolin cream you can put on or There's also cooling gel pads. you can also express some milk and rub it on there for cracks.
You can get a medela breast shield for $7 @ target. I had blisters on my nipples and was still able to nurse comfortably. It also helps babies learn to latch properly
so i had tis problem...the lansinoh didnt work for me...there is this other stuff its made by a brand called the first years...its lanolin free nipple butter. its all organic...i put some on each time after i breast feed and put a nipple pad on to help hold in moisture! make sure baby latches well and u should start feeling better soon!
I've talked to a lactation consultant n they said if it hurt or u get chapped nipples the baby ismost likely latched wrong....I would talk to a lactation consultant to help with the proper latch so it stops hurting...
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lansinoh cream. also letting your milk dry on your nipples after you feed i have heard can help.