Does this look like a hickey/love bite ?

Yes, but also just broken blood vessel, like I get that from scratching a little too much. Usually hickeys have more bruising in my experience. But I could totally be wrong

Could be a very faded hickey but most likely just some discoloring?

I have super crappy skin, so I guess take my response with a grain of salt, but to me it looks like it could be any one of about a million different things. It could be from (as someone said above) scratching too hard, it could be a reaction from brushing up against an allergen, a reaction to a pet brushing up against an allergen, then looking for some human love and passing said allergen on, it could be from brushing up against something (door frame, car mirror in a parking lot, school/work desk, brick wall outside, etc) a little too hard. It could be the very beginning of some hives. When I take off my insulin pump or my sensor, sometimes I’ll get marks similar to that from the adhesive …… Could be a million different things, those are just off of the top of my head.

as someone who has given and received wayy too many hickeys, this looks too small to be a hickey. mayybee if it was just the beginning of one and then whoever was giving it stopped. i would say like others said its probably from scratching or just a reaction to something. would it be likely for this person to get a hickey? like is it a teenager or a spouse who has cheated before? unless there’s a reason to suspect hickey i wouldn’t think it is.

It looks like eczema.