Did you ever see that Tacobell ad, where the chihuahua says, "Yo quiero taco bell"? Well, the dog wants taco bell. If you say "Yo amo taco bell"... well... you have issues... because you love taco bell.
This is a tricky subject, because English has only that one word to express two emotions in Spanish. I guess this is one of those things that can't really be explained to a person, but rather they have to develop a sense for it, as time progresses and your Spanish improves, you'll get it!
But I guess that as guidelines you should reserve "amar" for anything that you feel a strong emotional love for, like your wife or children. Use "querer" for anything that you want, like taco bell.
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