This is called engorgement. Breast swelling may make it very difficult for the baby to latch-on properly. Warm compresses or a warm shower, followed by pumping your breasts to soften the nipple is often helpful in promoting proper latch-on. Frequent breast-feeding during this time is the best measure you can take. Usually breast engorgement lasts about 24 hours.
Some breast tenderness is common during the first couple of weeks.
By accomplishing correct latch-on and feeding technique, this may be alleviated. Let your nipples air-dry thoroughly after each feeding to prevent cracking and nipple irritation. The application of Lanolin or Vitamin E is not necessary. Nurse your baby on demand. Do not nurse any longer than 25 to 30 minutes on each side.