Using iTunes Link Maker you can get a link to open the Mac AppStore on the MacOS X 10.8 page (simply search for "OSX" in the "Mac Applications" section) like this one:
https://itunes.apple.com/us/app/os-x-mountain-lion/id537386512?mt=12&uo=4
Using this link directly will unfortunately open your browser that will request the user to click on a button to open the page in the Mac AppStore, but after digging quickly in the javascript code associated with this button, it is easy to see than replacing "https://"
with "macappstores://"
will open the Mac AppStore directly without opening your default web browser before.
So in short, making your application open the link below should do the trick:
NSString* const kOSX8AppStoreURL = @"macappstores://itunes.apple.com/us/app/os-x-mountain-lion/id537386512?mt=12";
[[NSWorkspace sharedWorkspace] openURL:[NSURL URLWithString:kOSX8AppStoreURL]];
Of course this does open the page of the "OS X Mountain Lion" application in the AppStore, and not really the "Updates" tab of the Mac AppStore application, but I think it is the best you can do.
EDIT : Open the "Updates“ tab of the Mac AppStore!
After digging into the requests sent by the Mac AppStore application to check the updates (thanks to a Man-In-The-Middle proxy and a trusted CA certificate to lure AppStore.app HTTPS requests, and some Base64 decoding), I finally found the URL to open the "Updates" page of the Mac App Store!
So this is the URL I discover that open the Updates tab directly :
https://su.itunes.apple.com/WebObjects/MZSoftwareUpdate.woa/wa/viewSoftwareUpdate
I tested it so far and it opens the AppStore.app if not open already, goes to the Updates tab, and start searching for new updates right away :)