"Amare" is "To love" , the verb
"Amore" is "Love" the ...noun? well, the thing itself ( " Ammore" in Napoli)
"Amare" in the song above is " bitter" , you trasladed well, Wilfried:
" chisto è 'o paese addò tutte 'e parole, so' doce so' amare, so' sempre parole d'ammore "
" This is the country where all words, sweet or bitter ,are always words of love"