I think the best is to post more content, as exx said but I wanted to add, anyway, that here in Cuba we say "mi amor" even to the waitress or the salesclerk. I know, it's just too much but this is the way it is here. People say "mi amor, mi cielo, corazón" to everyone, even to stop somebody on the street and ask the time.
Now, te quiero mucho, it is something that we would say to a very close friend (apart from the family).