The latch should feel comfortable and you should feel tugging not pinching. If the first 30 seconds of the latch are uncomfortable but then the pain resolves this is normal and should get better over time. If the latch continues to be uncomfortable UNLATCH and try again.

Can a shallow latch not hurt?

You should see and hear your child sucking and swallowing, and you should not feel any pain. A little bit of tenderness when the baby first latches on is normal, but it should not be very painful, and it should not last the entire feeding. After each feeding, your breasts should feel softer and less full.

How do I know if my baby has a shallow latch?

If baby's mouth seems narrow at the corners, or her lips seemed pursed (almost as if she was making a whistling shape) then her latch is too shallow and you should try again to get a deeper latch. Lastly, take a look at your nipple when baby is done nursing.