Ranking an Amazon aStore?

How do you go about ranking an aStore for a particular keyword? If you don't know what an aStore is, check out their example:

Washington Carver High School - Go Cougars! - Back To School Supplies

This is the standalone version. Mine is embedded into my wordpress site so my sidebar would be visible along with everything else.

Let's say the page has an aStore displaying X-men action figures. And you want to rank for the term "buy xmen action figures". How do you do on-page optimization? Or will google be able to see the products being displayed and they can help with on-page seo? The entire aStore is just 1 line of <iframe> code so I don't know if google can read that.

There's really no space for you to write out a 500+ word article as the entire widget takes up 4000 px of screen real estate if it's the embedded version (so there's space for products with long description so they don't get cut off). Would it be a good idea to write an article that goes above the widget? Would that provide a good user experience?

Or does that not even matter and you can rank a blank page with your keyword in the title and URL provided there's enough relevant anchor text backlinks pointing to it?