- “Let my cries bind the heart of Xander's beloved. May she neither rest nor sleep until she submits to his will only.”
- ―Amy Madison[src]
A Love spell was a spell that caused the target to feel an increasingly uncontrollable desire and passion for the spell's beneficiary, whom may be the caster or a third person.
Despite its name, the spell does not create true love, but extreme attraction and lust, though the target believes they are in love. Those under its influence eventually lost all capacity to reason and could easily become murderous if they perceived any obstacle between them and the object of their lust, even turning against him or her in case of rejection.
Nevertheless, the victim can be snapped out of it; Amy Madison was convinced into casting a reversal spell, and Buffy Summers came to realize that her love was fake when it almost cost the life of her sister (who was somebody she actually loved).
Around Valentine's Day 1998, Amy Madison cast a love spell on Cordelia Chase, with the beneficiary being Xander Harris, using a locket as talisman. However, the locket actually deflected the spell from enchanting Cordelia, affecting all of the other women in Sunnydale instead. Rupert Giles theorized that it was because Amy botched the ritual so it protected Cordelia instead of affecting her.
- “ Diana goddess of love be gone. Hear no more thy siren's song.”
- ―Giles recites part of the spell[src]
In 1998, the love spell that was cast on Cordelia was reversed by Giles and Amy. The reversal spell called upon the goddess Diana.
In 2002, the magical effects of R.J.'s letterman jacket were destroyed when his jacket was burned by the Scooby Gang.