How painful should breastfeeding be?

My baby is 3 days old and has been almost exclusively breast fed. She seems to have a good latch now (i read she should be on my nipple and bottom areola, which she is). At first it was more painful and I got bruising then I read up on how a latch should be and it's improved but it still hurts quite a bit especially when she first starts feeding. I realize it will hurt at first as my nipple isn't used to this but how much pain is normal and does it always hurt? Do your nipples adjust?

And to top it off I think my milk is coming in and my whole boob is starting to ache 😣

Any recommendations on how to ease the pain in the nipple as well as the whole breast? I use lanolin.