Is breastfeeding painful?

Drea
I'm 31weeks with my first, so I haven't experienced this just yet. I do plan on exclusively breastfeeding as much as possible, but I have a lot of anxiety based on what other mothers have said. From what I've read/watched, breastfeeding isn't supposed to be painful. If it is, it's due to an improper latch. But I keep coming across stories where women give up because of the pain or say they just had to grit their teeth and bear it. Of course, I would like to avoid pain if I can, so my question is how was/is your breastfeeding experience? Does it always hurt at first? What other things can you do to prepare your nipples for the constant use?